In this episode of “Fusiones y Adquisiciones”, the podcast by Albia IMAP and Empresax, we talk to Eva Ivars, CEO of Alain Afflelou in Spain and Portugal. Through her experience, we explore how one of the most recognised brands in the market combines franchising, acquisitions, digital transformation and artificial intelligence to keep growing in the Spanish optical sector.
From marketing to general management
Eva Ivars’ career within Alain Afflelou started in the marketing department and evolved to the general management of Spain and Portugal. This background allows her to:
- Keep the customer at the centre of the strategy.
- Connect brand, retail and franchise in a consistent way.
- Drive digital transformation and ESG projects with real business impact.
Her leadership is a compelling case study for any executive working in retail, franchising or consumer & retail.
Franchising and acquisitions: Afflelou’s growth model
One of the key topics in the episode is Alain Afflelou’s growth model in Spain:
- A network of optical franchises that enables entrepreneurs to open their own optical store backed by a well-established brand: support in finance, legal, marketing and operations.
- The acquisition of independent opticians, integrating them under the Afflelou brand and giving them access to scale, technology and commercial tools.
This hybrid approach —franchising + retail M&A— reflects the broader trend in the optical sector towards higher concentration of large groups, without losing local presence and proximity.
Digital transformation, ESG and artificial intelligence
Under Eva Ivars’ leadership, Alain Afflelou has made progress on three major fronts:
- Digital transformation: more efficient processes, better customer experience and intensive use of data in both physical stores and online channels.
- ESG strategy: sustainability in products and stores, social impact linked to visual and hearing health, and governance aligned with the size and growth of the group.
- Artificial intelligence: conversational assistants, purchase recommendation systems and support in creating more targeted marketing campaigns.
AI does not replace the optician; it strengthens their role and improves decision-making across the network.
New formats: MAGIC and the audiology bet
In the episode, Eva Ivars presents two key innovation pillars:
- MAGIC Malasaña: the new store concept in Madrid, designed as a laboratory for customer experience, eco-design and omnichannel retail.
- The audiology strategy, a division with strong growth potential that requires communication, training and a specific experience for the patient.
Both moves reinforce Alain Afflelou’s positioning as a group that combines scale, brand and innovation in the optical sector.
Takeaways for executives and investors
The conversation with Eva Ivars (Alain Afflelou) offers several lessons for retail companies and M&A players:
- Franchising can be a very powerful expansion lever when combined with selective acquisitions.
- Digital transformation and AI are already part of daily operations in the optical sector, not just a future project.
- ESG, when truly integrated, becomes a competitive advantage, especially in regulated industries.
For Albia IMAP, the Alain Afflelou case shows how a group can continue to grow in a mature market by leveraging M&A, franchising, data and in-store innovation.
Listen to the full episode
🎧 You can listen to the interview with Eva Ivars on Spotify, iVoox or Apple Podcasts
Click here to listen on Spotify
