Morrow, in the eye of a small Belgian company that is growing with its technological glasses

The interest of a medical giant like Zeiss in Morrow’s glasses demonstrates their appeal. Still little known to the general public, the Belgian brand launched in 2021 by launching their first product: glasses that offer the possibility of correcting presbyopia in a technological way.

Concretely, the originality of Morrow lies in the technology embedded in its glasses: by pressing a button on the frame, an electric current is sent to the lens activating the “correction” of vision, going from near vision to distant vision while maintaining a wider and more complete field of vision. In short, we avoid the distortion of progressive lenses. “With our lenses, distortions are reduced. What’s more, it’s not always a comfortable solution,” explains Jelle De Smet, CTO and founder of Morrow. This technology is a bit his own since it is based on his doctorate carried out at the University of Ghent and the IMEC (Research Institute in Louvain).

The brand’s proposal therefore caught the eye of Zeiss. With this new investor and its injection of capital, the brand was able to raise an additional 10 million euros to develop. “In 2016, we founded the company and started developing the product. Because ultimately, the technology was there but not in the right form. We developed the mount, the electronics in it… All that took a bit of time. It wasn’t until 2021 that we launched our first product. We did it in Belgium, in Flanders, but in small quantities because we wanted to study customer feedback. Thanks to this, we have already been able to improve our product. »

And it is now with his additional knowledge that Morrow will expand to Wallonia, Brussels and the Netherlands. The objective is to strengthen its physical presence by opening seven new points of sale by the end of the year and to reach 100 retail opticians by the end of 2023.