ABOUT SHIFT
Private label eyewear development for optical retailers.
Structured, production-aware and built around owned collections.
The idea behind shift
shift was founded by eyewear designer Georg Vollmer.
Many opticians would like to develop their own collection, but traditional industry structures make this difficult. Development processes are often opaque, minimum quantities are high and the path from idea to production is hard to access.
shift was created to simplify that process – with a structured development model connecting design, engineering and production preparation.
What makes shift different
Structured development
Instead of open-ended design projects, shift works with clearly defined development packages.
Design ownership
The developed frames belong to the retailer, creating a true private label collection.
Production-aware design
Construction, lens integration and manufacturing constraints are considered from the beginning.
Small-series production
Development can transition directly into small production runs with realistic manufacturing costs.
Why private label matters for opticians
Independent eyewear brands are often expensive to buy in, leaving limited room for margin.
With an own collection, the economics change. Once the design belongs to the retailer, frames can be produced in relatively small quantities at significantly lower manufacturing costs.
This creates exclusivity for the store while also improving margins and long-term independence.
FOUNDER
About Georg Vollmer
Georg Vollmer is an industrial designer with more than a decade of experience in eyewear design, frame development and production engineering.
He has supported several eyewear brands from initial concept to market launch and collaborates regularly with manufacturers across Europe and Asia.
His work includes collection development, supplier coordination, production setup and the strategic launch of new eyewear products.
NEXT STEP
Interested in building your own eyewear collection?
Explore the development packages or book a short strategy call.