Mykita opens 2,370-square-foot Beverly Hills optical store

By Priya Raman

Berlin-based Mykita has opened a 2,370-square-foot eyewear store at 9612 Brighton Way in Beverly Hills, replacing its downtown Los Angeles location and testing a service-led retail format.

The shop sells eyewear and combines the sales floor with eye examinations, lens consultations, fittings and adjustments. It replaces the Los Angeles store that opened in 2016. The announcement did not specify the Beverly Hills opening date or any change in net U.S. store count.

Founder and creative director Moritz Krüger said: “Beverly Hills strengthens our long-term commitment to the West Coast and marks an important step in the development of our U.S. presence.” The statement frames the move as a long-term market commitment. It provides no sales target, investment figure or store-level performance benchmark.

What changes at 9612 Brighton Way?

The 2,370-square-foot layout includes:

• Eyewear displays and consultation areas
• A dedicated eye-examination space
• An on-site lens-fitting and adjustment workshop
• A VIP area

Mykita developed the interior in-house. The design uses aluminum displays, natural oak furnishings, curved architectural elements and pale peach accents. The format places product and service in one operating space, although no staffing plan or service-capacity figure was disclosed.

Optical services comprise:

• Retinal imaging
• Eye-pressure testing
• Personalized lens consultations

Licensed remote optometrists (eye-care professionals providing support from remote locations) support Mykita’s in-house optical team. The announcement does not state how many optometrists are involved, how appointments are scheduled, or which party bears the service cost. Those omissions limit assessment of utilization and gross margin.

Krüger argued that luxury is defined not only by product, but also by the quality of the experience, with expertise, personal attention and services tailored to individual needs. That is a service proposition, not evidence of commercial performance. Mykita reports no revenue per visit, exam-booking rate, customer-retention data or average transaction value for the concept.

How large is the retail base?

Mykita was founded in Berlin in 2003 and opened its first store in the German capital in 2008. It entered the U.S. in 2013 with a SoHo location in New York, followed by Madison Avenue in 2021. The brand now operates 13 stores across North America, Europe and Asia, including three in the U.S.

Mykita identifies the U.S. as its largest market but provides no country sales breakdown. Its three U.S. stores represent about 23% of the disclosed network, though store count does not measure market size.

Krüger said the company had seen consistently strong performance and sustained growth in recent years, which he presented as evidence that the brand was firmly established and continued to resonate with American consumers. Mykita disclosed no sales data. The announcement also omitted same-store sales (comparable locations over matching periods), profitability and market-share figures.

The announced move adds service functions without establishing a net store addition.

Can services shape product development?

Mykita says the expanded services should deepen customer relationships and inform product development as the brand grows in the U.S. The in-house team and fitting workshop could provide direct observations on frame preferences and lens needs.

The announcement does not specify a feedback process, development timetable or evidence that customer data has already influenced a product. It also omits customer-data handling terms, which matter if the service model will guide product decisions.

The company also does not identify any production capacity, supplier, certification or product launch tied to the store. The announcement concerns retail operations, not manufacturing. That distinction matters to sourcing teams because Mykita announced no factory allocation, unit-cost change, raw-material choice, lead time or compliance milestone.

What has Mykita planned for 2027?

For 2027, Mykita plans three actions:

• Bring the new retail concept to other major cities internationally
• Develop its presence in China
• Build on global wholesale (business-to-buyer) partnerships

Krüger said: “Our approach to expansion is deliberate. We want to build a meaningful presence in markets where our design philosophy resonates and where we can create lasting value for customers and partners alike.” The wording signals brand selectivity, but no target cities, Chinese partner, store-opening targets, distribution volume or wholesale margin accompanies the plan.

The Beverly Hills opening therefore supplies a test of the format, not proof of a scalable economic model. For the 2027 plan to become measurable, Mykita still needs comparable-store performance, service-cost data, named partners and store and distribution targets. Those disclosures would let brand and wholesale buyers judge whether the concept supports sustainable U.S. growth and disciplined international expansion.