Ace & Tate reopens the first PJ.Lobster stores in Madrid after integration

The Dutch eyewear specialist is reopening the first PJ.Lobster stores in the Spanish market. As FashionNetwork.com had previously reported, Ace&Tate acquired the Spanish eyewear brand last February, saving it from liquidation, in a transaction approved by Barcelona’s Commercial Court No. 7. Now, the firm led by Lex van de Vliet has taken the first step in this integration by reopening its first Spanish stores under its own banner.

The move forms part of a European growth strategy aimed at strengthening the group’s presence in the south of the continent. “The strong compatibility between the two brands is precisely what has made this smooth transition possible. The strategy is based on leveraging the brand recognition and customer loyalty that PJ.Lobster had built, while preserving local expertise, personalised service, and the Spanish team’s experienced optometrists,” the chief executive told FashionNetwork.com. Thus, following the integration, the PJ.Lobster team remains part of the project, contributing its expertise in Spain, a “key market for the company’s growth.”

The first reopenings have taken place in Madrid, specifically at 2 Calle Fernando VI and 21 Calle Ayala, which now operate under the Ace&Tate brand. “Our plan has always been to eventually operate under a single brand: Ace&Tate. We are now moving from our initial transition period as ‘PJ.Lobster by Ace&Tate’ to operating fully as Ace&Tate,” the chief executive explained. The stores have been refurbished to incorporate the company’s visual identity, retail experience, and approach to eye care. 

As part of this strategy, the company plans to maintain five stores in the Spanish market throughout this financial year. In addition to its two Madrid stores, Ace&Tate aims to reopen three former PJ.Lobster locations in the coming months- two in Barcelona and one in Valencia. Furthermore, to accelerate its growth in the country, the company plans to open five new stores next year, as revealed by van de Vliet.

Founded in Amsterdam in 2013, Ace&Tate currently has more than 80 stores in nine countries and over 700 professionals. The company, certified as a B Corp, combines design, quality and eye care in an omni-channel proposition, and ended 2025 with revenue of €65 million, marking its first year of operating profit. 

Looking ahead, the company plans to expand its store network by 50% and double its revenue by 2029 compared with 2025, with a particular focus on “driving growth in our current markets and ensuring the successful integration of our new stores in Spain,” concluded Lex van de Vliet.