Sustainable production of our own brands

Focus Sport Optics, offering a wide range of high-quality binoculars to affordable prices, and I Love My Photos by Focus, offering premium quality photo frames and albums, are Focus Nordic's own brands. The products are developed in Sweden and manufactured in Japan, Korea, China and Estonia. It is important that our products are produced in an ethically, socially and environmentally responsible way.

Photo: Magdalena Wasiczek

Sustainable trade with social, environmental and economic benefits for everyone

We don’t just quality-control our products, we also ensure that they are produced in a sustainable way both for the environment and staff. Focus Nordic is member of Amfori, the leading global business association for open and sustainable trade. We believe in a world where all trade delivers social, environmental and economic benefits for everyone. Together we can influence and drive positive change at scale.

In today’s world, offering good products at a good price with good availability is no longer enough. It is important that it doesn’t cause any harm to either environment or workers, this requires collaborative actions from all parties and a common framework to better coordinate the efforts. As member at Amfori, we directly contribute to the fulfilment of a global agenda for 2030, the United Nations Sustainable Development Goals (SDGs). Launched in 2015, the SDGs are an action plan to tackle global challenges. From inequality to climate change they represent a universal development blueprint that applies to the entire international community. Businesses are in a unique position to help fulfil the goals given the scale and impact of global supply chains.

Focus Sport Optics established in Sweden 1985

The journey of Focus Sport Optics began in the mid-1980s when we started our long cooperation with a number of leading optical manufacturers. High quality and great value for the money was our motto from the very start. And 30 years later, we still have a partnership with several of the manufacturers that were with us from the beginning. Our partners are using equipment with computer controlled, super precision lens grinding and advanced coating techniques, such as FMC (Fully Multi Coated) and Dielectric Coating. World leading industries are supplying glass of the highest quality for our binoculars, spotting scopes and rifle scopes.

We choose materials according to what area they are meant to be used. Details like the focus wheel, swivel eyepieces, strap mounts, rubber coating etc. are adapted to cope with the tough Nordic environment. Focus Sport Optics always contains genuine optical glass lenses with advanced anti-reflective coating that maximises light transmission and contrast. Most models are also equipped with prisms made of highly resistant BaK-4 glass. They provide up to 40% better light transmission than ordinary optical glass prisms.

Buying any of the Focus Sport Optics binoculars is a promise that you will receive a quality product with the best possible value for the money and extensive warranties with 5 years guarantee. 

I Love My Photos by Focus established in Sweden 1995

I Love My Photos by Focus was established in Sweden 1995 when we started to design premium quality photo frames and albums. The products are designed in Sweden and produced in China and Estonia at well-established manufacturers. 

We use only A-grade material to ensure premium quality of all our photo frames and albums and have a standard procedure of making detailed quality inspections of minimum 50% of all albums produced. In addition, we offer 20 years guarantee of all I Love My Photos by Focus photo albums.