C2B2C MARKETPLACE
How Krys Group professionalized the secondhand eyewear market with Seecly.
Seecly, France’s first marketplace for refurbished eyewear, was acquired by Krys Group. A unique C2B2C model: individuals sell their frames, Seecly refurbishes them, and 1,600 Krys stores handle delivery and fitting.
Frames sitting unused in drawers across France
VS. the standard price of new glasses.
Krys stores for delivery and fitting
Members in the Seecly community
ABOUT
France's first secondhand eyewear marketplace.
Founded in 2019 by Pauline Marmoyet, a trained optician, Seecly is France’s first marketplace dedicated to refurbished secondhand eyewear. It enables both private individuals and professionals to sell their frames, which pass through Seecly’s workshop to be inspected, cleaned, and fitted with prescription lenses.
Initially, Seecly operated on a traditional e-commerce model, complex, hard to scale, and carrying significant inventory risk. The switch to a marketplace model changed everything with Origami Marketplace: inventory management was delegated to sellers, and Seecly could focus on its core value-add, the refurbishment process.
In 2024, Krys Group acquired Seecly to integrate secondhand eyewear into its full industrial, logistics, and retail ecosystem, a strategic move that professionalizes the circular economy in optics at scale.
📅 Marketplace launch
2023
👓 Annual secondhand eyewear market (France)
22M de pairs
« In creating Seecly, I wanted to bring to the eyewear market for the first time a secondhand offer that combines style, affordability, and sustainability. Our goal is to professionalize this segment of the circular economy by offering refurbished, prescription-ready glasses eligible for social security reimbursement. »
THE PROBLEM
A traditional e-commerce model that was hard to scale and financially risky.
Before the marketplace, Seecly managed its entire secondhand eyewear inventory in-house. Creating significant financial exposure, heavy logistics, and growth constrained by its ability to source frames.
In-house inventory management — financial risk of unsold stock
Complex multi-step logistics (seller → workshop → buyer)
Growth limited by frame sourcing capacity
Migration of data from the legacy e-commerce site without loss
Complex purchase journey: frame + lenses + prescription
No physical network for fitting and optician advice
THE OBJECTIVES
3 strategic priorities to transform the business model.
Simplify operations and delegate inventory management
Move from an e-commerce model where Seecly manages everything in-house to a marketplace where private sellers and professionals supply their own frames, drastically reducing financial risk and operational workload.
Streamline listing and the buying experience
Allow any seller (individual or optician) to easily publish a listing and offer buyers a complete journey: frame selection, lens customization, and social security reimbursement eligibility.
Integrate a physical network to professionalize secondhand
Leverage the network of 1,600 Krys stores to offer in-store delivery, professional lens fitting by an optician, and progressive lenses. A physical layer impossible to recreate independently.
IMPLEMENTATION
A 3-phase deployment, from migration to launch.
Data recovery and migration
Recovery and migration of data from the legacy e-commerce site without losing functionality. Setup of the specific logistics workflow: seller → refurbishment workshop → buyer.
Custom purchase journey
Development of a tailored buying flow: prescription upload, corrective lens selection, and options for home delivery or in-store pickup at a Krys location with Doctolib appointment booking.
Ongoing monitoring and growth
Weekly steering committees with Origami Marketplace and the web agency. Continuous support to quickly adapt the platform to Seecly’s evolving needs and its integration with Krys Group.
KEY FEATURES
Seecly.com: a one-of-a-kind marketplace in eyewear.
Simplified listing process
A guided 4-step flow (name, description, price, summary) allowing any seller to publish their frames in minutes, without friction.
Dynamic filters and enriched catalog
Search by brand, material, shape, gender, color, and condition so every buyer can find exactly the frame they are looking for among thousands of listings.
Prescription upload and vision correction
The buyer selects their correction (sunglasses, single vision, or progressive), chooses their lens package, and lenses are manufactured by Krys Group at their Bazainville facility — eligible for social security reimbursement.
Home delivery or in-store pickup at Krys
Customers receive an email inviting them to book an appointment via Doctolib to collect their order in-store. A premium and differentiated experience in the secondhand market.
Anti-fraud module and listing verification
Frame authentication before listing, quality control upon receipt (ultrasonic cleaning, nose pad replacement), listing moderation, and buyer protection.
Secure tripartite messaging
Seamless communication between sellers, buyers, and the Seecly team, with integrated dispute management and mediation to maintain trust on the platform.
RESULTS
A validated model, accelerated growth with Krys Group.
A unique C2B2C model in eyewear. Seecly is the only platform offering refurbished secondhand glasses that are prescription-ready and eligible for social security reimbursement — a combination made possible by the marketplace and the partnership with Krys.
An active and fast-growing community. More than 19,000 members, thousands of listed items, and over one hundred new listings published every day since the marketplace launched in 2023.
The acquisition by Krys Group as ultimate validation. By acquiring Seecly, Krys Group integrates secondhand eyewear into its complete industrial ecosystem: lens manufacturing, a network of 1,600 stores, and national logistics.
A massive market waiting to be activated. 100 million frames sitting unused in the drawers of French households and opticians represent a huge opportunity, now accessible thanks to the reach of all 1,600 Krys points of sale.
Your industry deserves its own secondhand marketplace.
Like Seecly and Krys Group, launch your white-label C2C or C2B2C platform in under 4 months, with dedicated support at every step.
