Ace & Tate

Ace & Tate

Direct-to-consumer eyewear design and sales

Overview

Ace & Tate designs and sells stylish, high-quality eyewear through a direct-to-consumer model in Europe and North America. Customers can buy prescription or non-prescription glasses and sunglasses online or in select stores, with in-house design and production helping keep prices accessible starting at €125, including prescription lenses. The product works through a streamlined supply chain: eyewear options like blue light glasses, progressive lenses, ultra-thin lenses, and polarized sunglasses, plus services such as eye tests, online prescription checks, and same-day glasses adjustments. The company differentiates itself with a strong sustainability focus (bio and recycled glasses) and exclusive VIP access for early releases, aiming to reduce environmental impact while building a loyal customer community. Ace & Tate’s goal is to offer fashionable eyewear at affordable prices without sacrificing quality or responsibility, serving a diverse customer base across Europe and North America.

About Ace & Tate

Simplify's Rating
Why Ace & Tate is rated
C+
Rated C on Competitive Edge
Rated B on Growth Potential
Rated C on Differentiation

Industries

Design

Consumer Goods

Company Size

11-50

Company Stage

Early VC

Total Funding

$15.7M

Headquarters

Amsterdam, Netherlands

Founded

2013

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Simplify's Take

What believers are saying

  • Ace & Tate acquired PJ Lobster in February 2026, adding Spain and local talent.
  • The company planned about ten more stores in 2026, including Cork and Berlin.
  • GANNI collaboration and RELEX forecasting strengthen brand heat and inventory discipline.

What critics are saying

  • Project Lobster entered insolvency before Ace & Tate bought five stores in 2026.
  • Liverpool closed in February 2025, showing weaker UK productivity and selective retreat.
  • Revenue concentration in physical stores makes rent shocks and local demand slumps dangerous.

What makes Ace & Tate unique

  • Ace & Tate sells prescription eyewear through owned stores and direct online channels.
  • Its Amsterdam design-led brand pairs fashion collaborations with in-house eye-care services.
  • The brand uses a fair-price model, starting near €125 with lenses included.

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Funding

Total Funding

$15.7M

Above

Industry Average

Funded Over

1 Rounds

Early VC funding comparison data is currently unavailable. We're working to provide this information soon!
Early VC Funding Comparison
Coming Soon

Growth & Insights and Company News

Headcount

6 month growth

-2%

1 year growth

-2%

2 year growth

-2%
Automated Home
Sep 2nd, 2026
PC gamers who ordered Steam hardware should watch for this new scam threat.

PC gamers who ordered Steam hardware should watch for this new scam threat. Last updated: September 2, 2026 PC gamers waiting for Steam hardware may soon face a scam that knows what they bought, where it is going, and how much it costs. Valve is warning some European customers after a cyberattack at CEVA Logistics, a shipping partner that handled their deliveries. The exposed information could make phishing attempts look unusually convincing. Attackers may know a customer's name, address, phone number, email, product, and order price, giving them enough detail to impersonate Steam, Valve, or a delivery company. Valve says the incident did not expose Steam passwords, Steam Guard codes, payment card information, or unrelated Steam purchases. The main risk is targeted social engineering, where accurate delivery details are used to pressure customers into clicking links, sharing credentials, or paying fraudulent fees. What happened with the shipping partner. CEVA Logistics said a cyber intrusion affected part of its European contract logistics operation between July 29 and August 1, 2026. The incident disrupted operations at at least eight European warehouses while cybersecurity teams isolated affected systems and investigated the intrusion. Valve said it learned on August 7 that information connected with some European Steam hardware customers was likely compromised. It then began notifying customers whose delivery records could have been stored within CEVA systems during the relevant period. CEVA can retain delivery information for up to 90 days after an order, so customers can receive warnings even when their hardware arrived weeks earlier. The available reports do not establish the attack vector, the perpetrators, the ransom status, or the final number of affected records. Which customer information may be exposed? Valve's notification identifies information needed to complete hardware deliveries. Potentially exposed details include names, street addresses, postal codes, cities, countries, phone numbers, email addresses, hardware types, and order prices. Those details can become powerful ingredients for a personalized scam. A criminal who knows someone ordered a Steam Controller could mention the product directly and then claim the shipment is delayed because the address requires confirmation. The product price adds credibility. A message referencing a real $99 controller or a more expensive Steam Machine could make a customs charge, redelivery fee, or payment request appear connected to a genuine order. Why this phishing threat is different. This is not the typical spam message that arrives without context. A scammer can use legitimate delivery information to build a believable story, making a fake notification feel familiar before the recipient has any reason to question it. A message could claim that delivery is blocked, customs payment is overdue, or an address must be verified. The victim might then be directed to a fake Steam login page or payment portal designed to collect sensitive information. Valve has warned that criminals may quote a recipient's address to prove a contact is authentic. That makes the breach particularly concerning because correct personal details are normally a useful clue, but here they may have been stolen. Little-known fact: CEVA breach also compromised customer data at other major clients, including the Dutch retailer Bol, the department store De Bijenkorf, the eyewear brand Ace & Tate, and the Amsterdam football club Ajax. Could your Steam account be hacked? Valve says customers do not need to change Steam passwords or alter account settings solely because of this shipping incident. The compromised information came from CEVA's delivery systems rather than Steam's account or payment infrastructure. That distinction is important because exposed data can enable impersonation without granting attackers direct access to a Steam account. A scammer still needs the victim to provide credentials, authentication codes, payment information, or other data. Little-known fact: Steam has more than 130 million registered accounts, making it a lucrative target for hijacking attempts even without a direct password leak. How scammers could use real orders. The most convincing attacks may arrive through email, text, or phone calls. The criminal can pose as Steam, Valve, CEVA, or another courier and use genuine order information to sound legitimate. The attacker may create a sense of urgency by claiming a package cannot be delivered without a small payment. Other variations could request address confirmation, customs charges, identity information, or a one-time code before releasing the hardware. If the victim follows the supplied link, a counterfeit website could request a Steam password, Steam Guard code, card details, or personal information. Those details could then enable account theft, financial fraud, or additional attacks against other accounts. Little-known fact: Fake package-delivery alerts were the single most-reported text scam of 2024, contributing to $470 million in FTC-reported losses, five times 2020's total. Steam Machine orders may draw attention. The incident arrives as Valve expands its hardware ambitions. The Steam Machine is a compact SteamOS gaming PC designed for living rooms, giving buyers a console-like experience while retaining access to the broader PC gaming ecosystem. Reported specifications include a six-core, 12-thread AMD Zen 4 processor, an AMD RDNA 3 graphics processor with 8GB of GDDR6 memory, 16GB of DDR5 system memory, and 512GB or 2TB solid-state storage. Valve also describes living-room features, including Wi-Fi 6E, Bluetooth, gigabit Ethernet, DisplayPort 1.4, HDMI 2.0, and a 300-watt internal power supply. The system measures roughly six inches in each dimension and runs SteamOS. The new Steam Controller adds interest. The redesigned Steam Controller is another product linked to Valve's current hardware push. It uses two haptic trackpads, TMR thumbsticks, four assignable grip buttons, a six-axis gyroscope, and capacitive grip sensing for a broad range of control options. The controller supports multiple connections, while Valve's wireless puck can connect up to four controllers and integrates with the Steam Machine. Reported battery life reaches 35 hours or more, giving scammers another product to reference. Reported pricing puts the Steam Machine around $1,049 for 512GB and $1,349 for 2TB, while the Steam Controller costs about $99 separately. Regional pricing varies, but accurate product and price information could make fraudulent messages seem especially credible. How should affected gamers respond? Customers should treat unexpected Steam or delivery messages as suspicious, even when they include correct names, addresses, order details, or shipping information. Accuracy alone is no longer a reliable sign that a delivery notification is legitimate. Do not click links in unexpected messages or call phone numbers in suspicious emails or texts. Instead, open Steam or Valve support independently through a known bookmark, the official client, or a manually entered support address. Delivery status should also be checked through a courier's independently verified website or app. Customers should never provide Steam passwords, Steam Guard codes, payment information, or one-time authentication codes to someone who contacted them first. What this breach means beyond Steam. The incident highlights why logistics companies can be attractive targets even when they do not hold account passwords or payment cards. Shipping records can link a person's identity, phone number, email address, home address, product, and delivery timeframe. That combination can support follow-on attacks against email accounts, courier accounts, smart-home services, or other household members. For smart-home users, leaked delivery data can also reveal which technology products are arriving at a particular home. CEVA operates more than 1,000 warehouses globally and reported approximately $18.3 billion in revenue in 2025. CEVA said the operational impact was limited to eight European warehouses, while the wider data-access scope remained under investigation. Tl;dr. * European Steam hardware customers may face targeted phishing because leaked delivery records can contain accurate names, addresses, contact details, products, and prices. * Valve says Steam passwords, Steam Guard codes, payment cards, and unrelated Steam purchases were not exposed through the CEVA shipping incident. * Scammers may impersonate Valve or couriers, using real order details to request fake customs fees, address confirmations, credentials, or authentication codes. * Customers should independently verify deliveries and avoid links, phone numbers, payment requests, or authentication demands contained in unexpected messages. Learning about smart homes and sharing my experiences along the way. Was this helpful?

Penske Media Corporation
Feb 11th, 2026
Ace & Tate acquires Spanish eyewear brand Project Lobster to expand European footprint

Dutch eyewear brand Ace & Tate has acquired Spanish competitor Project Lobster as part of its European expansion strategy. Financial terms were not disclosed. The deal strengthens Ace & Tate's presence in Spain, a key growth market. Project Lobster, founded in 2018 in Barcelona, operates seven stores across Barcelona, Madrid and Valencia, offering eyewear priced between $190 and $310. CEO Lex van de Vliet said the acquisition brings deep local expertise and cultural relevance to support expansion plans. Project Lobster cofounder Oscar Valledor Perez noted Ace & Tate was an early reference point for his company's direct-to-consumer model. Ace & Tate now operates over 80 stores across Europe, concentrated in Belgium, Germany, the Netherlands and the UK. The company plans to open around 10 new stores globally in 2026.

Fashion Network
Feb 11th, 2026
Ace & Tate acquires Spain's PJ Lobster

​Dutch eyewear specialist Ace & Tate has made a major move in Spain, acquiring local label Project Lobster — or PJ Lobster as it’s now known.

Modaes
Feb 11th, 2026
Dutch eyewear group Ace&Tate rescues Barcelona's PJ Lobster from liquidation

Dutch eyewear company Ace&Tate has acquired Barcelona-based PJ Lobster, rescuing the Spanish brand from liquidation after it filed for insolvency in November. The deal amount was not disclosed, marking Ace&Tate's first acquisition since entering Spain in 2019. PJ Lobster operated seven stores across Barcelona, Madrid and Valencia. Two have been transferred, whilst the remaining five now belong to Ace&Tate. The brand will continue operating normally, maintaining its teams and shops, according to the company. Founded in 2013, Ace&Tate operates 83 stores across nine countries and is initiating an expansion phase in southern Europe. PJ Lobster, launched in 2018, generated €2.5 million in revenue in 2023, with 80% coming from international markets.

Cork Beo
Oct 4th, 2025
Stylish Dutch eyewear brand Ace & Tate to open second Irish store in Cork

The Dutch owned eyewear brand Ace & Tate is to open a new store at the site of the former Benetton shop on Oliver Plunkett Street, which closed earlier this year.

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