Johan Rudström, who was appointed as Instru Optiikka’s new CEO in June, assumed his role on 10 August 2026. He brings extensive international experience and a strong track record in customer-focused business development.
Johan has more than 25 years of experience in marketing, sales and business development, with a consistent focus throughout his career on understanding customers and consumers. He also brings more than 15 years of experience in leading teams both locally and internationally.
Since 2023, Johan has served as Scandinavian Marketing and Digital Director at Synoptik, part of the EssilorLuxottica Group. Earlier in his career, he spent eight years with the Electrolux Group, most recently as Marketing Director for the European Laundry and Dish Care business. He has also held several marketing and commercial roles at Pernod Ricard.
“I am very much looking forward to meeting everyone and continuing to develop the business together. Collaboration, clear objectives and a strong customer focus are the keys to success. My goal is to combine long-term strategic development with disciplined execution that delivers both short-term results and sustainable, profitable growth,” says Johan.
Instru Optiikka Oy is a leading optical retailer in Finland and Estonia and part of the international EssilorLuxottica Group. In Finland, the company operates under the Instrumentarium, Nissen and Keops retail brands, and in Estonia under the Instrumentarium brand. It has a total of 235 stores in Finland and 29 in Estonia and employs approximately 1,000 people. In 2023, Instru Optiikka’s revenue was EUR 109.5 million. The company is driven by its ambition to be the market leader in vision care and the first choice for its customers. It invests in the quality of its services and products, research and development, and driving innovation within the optical industry. Its extensive store network, more than 130 years of experience and international collaboration provide a solid foundation for continued growth, development and expert customer service. The optical retail chains within the EssilorLuxottica Group operate in more than 150 countries, employing over 190,000 people across a network of approximately 18,000 stores worldwide.
