Pro Optika I OptiPRO OÜ was awarded the title of Best Family Business in 2025.

The family business has grown organically, now involving a third generation. Although the story and activities of Pro Optika started in Võru, the business has expanded all over Estonia throughout the years. Pro Optika has developed its services and launched several innovative advances, including the ZEISS Vision Center concept, myopia cabinets, contact lenses with night vision, the Gina and Knut R home brands and much more. In 2024, Pere Optika was acquired, increasing the number of stores to almost 50, marking a new stage of development and a strengthened position in the Estonian optics market.

"We knew that with this last big step, we were stepping out of our comfort zone and into an environment where creativity and systemic thinking had to operate at a whole new level,” says Bruno Lauri, a second-generation member of OptiPRO OÜ's board. “The takeover brought changes that required reconceptualisation, teamwork and determined leadership – a real challenge for all. At the same time, this challenge was an opportunity to create better functioning processes, to empower people and to open doors to new developments. Along the way, our team has grown, new talent has found its place, and existing staff have shone in new roles. We believe that when we look back on this time years from now, we will do so with pride – our goal was not just to grow, but to create something that lasts, connects and is something we can believe in.”

According to Katriine Mark, CEO of Pro Optika and a third generation representative, she considers the greatest strength of the family business to be the high level of trust and shared values. "When the people you work with are also the people you share your life with, collaboration is born, which is more than just doing a job,” she explained. “It's a mutual trust that goes beyond job roles, and builds a strength that cannot be hired, only nurtured. Our family is able to move quickly and in the same direction – there is no need for long discussions about a common goal, because there is understanding and trust. We want to remain a flexible, fast but caring family business, close to our employees and our customers.”

"What is also special about a family business is that work is not just work – it is part of something bigger," say Katriine Mark and Bruno Lauri jointly. “This creates value for future generations and, of course, we feel a sense of responsibility, because the names and reputations of family business representatives are directly linked to the company. It makes everyone work even harder and put their heart into it.
Of course, there are also challenges. Roles can become intertwined and the boundaries between work and family life can blur. Sometimes it's difficult to delegate trust outside of the family circle, but we've learned that trust can also be built – our team is 100% on our side. When making decisions, you sometimes have to consciously balance your emotions to see the big picture and make decisions with honesty and clarity.
We are delighted and proud that our family business's long-standing work and strong values have been recognised, as our company's journey reflects the commitment, innovation and family values that have carried it through three generations.”
On 21 October 2025, this year's finalists of Estonia's largest entrepreneurship competition "Estonia's Best Companies" were announced. The winners of the different award categories will be in the running for the title of Company of the Year, which will be announced at the gala evening on 1 November and will be broadcast on ETV. 

See more information on the competition here: https://eis.ee/selgusid-aasta-ettevotte-tiitli-finalistid/?context=ettevote-eestis