Century-old family business adapts to modern demands

Cottet Óptica, a Barcelona-based family-run optician founded in 1902 by Constantino Cottet, has operated for 124 years across four generations. The company began when Constantino, born in Morez, France, opened the first Cottet store on Avinguda del Portal de l’Àngel after being inspired by Barcelona’s Universal Exhibition of 1888 (blog.iese.edu). Now led by his great-grandson Javier Cottet, the firm runs 37 stores across Spain and Andorra, with annual revenue of €23 million and 200 employees (cottet.com).

We don’t want to be the cheapest; we want to be the best.

Javier Cottet emphasized quality over cost, stating: “We don’t want to be the cheapest; we want to be the best. When someone wants the best optician, we want them to come to Cottet.”

Expansion and innovation through generations

After Constantino’s death in 1915, his three sons took over the business. One of them, Renato Cottet, opened the first Madrid branch on Calle Príncipe in 1930, a store that still operates today, now at number 5 on the same street (Cottet Blog). The company later expanded into audiology via a joint venture with Danish manufacturer Demant, launching Cottet Audio. Although financial strain during the pandemic led to the Danish partner acquiring full control of that division, Cottet re-established combined optometry and audiology services from 2020 onward. The brand also moved its flagship Barcelona location from Portal de l’Àngel to Rambla de Catalunya in recent years, a shift Javier Cottet described as both successful and strategic, allowing them to better serve local Catalan customers amid rising tourism.

Sector faces recruitment and technological challenges

Despite growth, the optical sector in Catalonia faces ongoing difficulties attracting qualified optometrists. There are around 3,170 registered optometrists in the region, about 16% of Spain’s total, with nearly 1,500 retail opticians. Javier Cottet cited long commercial hours and poor work-life balance as key deterrents for graduates. He also highlighted the challenge of integrating new technologies, including smart glasses with artificial intelligence. "Until recently, there had been no real disruption in optics," he said. "Now we must stay alert to every product the tech sector brings." Cottet aims to open two new stores annually, provided ideal locations are found. The company supports franchise opportunities, particularly in towns with more than 30,000 residents and high foot traffic (cottet.com). A board of directors and external general manager David de Antonio Oña were appointed in 2018 to guide further professionalization after the passing of Javier’s father.

Javier Cottet stressed humility and humour as core values: "No matter if you’re a Ferrari or a Porsche, it’s easier to convince clients when you’re humble. And after so many working hours and taxes, there’s no point being in a bad mood." The company remains focused on strengthening its brand, service quality, and position as the preferred optician for Catalan clients.

Primary sources: canalempresa.gencat.cat, blog.iese.edu, testblog.iese.edu. Reported by cottet.com, Cottet, lavanguardia.com, viaempresa.cat.