How the Pull Up Sample Case Came About – The Founding Story

How It All Began – The Story Behind the Pull Up Samplecase

The best ideas aren’t developed at a desk—they emerge in the midst of everyday work. That’s exactly how the story of the Pull Up Samplecase began.

For many years, I was the owner of two optical wholesale companies: Libuda Optic World, founded in 1987, and Opticunion GmbH, founded in 1996. I sold both companies in 2022—and they are still successful on the market today. But the true origin of our story today lies in a completely different chapter: the daily challenge of presenting eyewear collections professionally, space-efficiently, and in a customer-friendly way.

 

When Cases Become an Obstacle

In field sales, there is a simple truth: The more the sales representative shows, the more they sell. New collections mean new opportunities—but also new sample cases. And with each season, the system became more cumbersome: Our sales representatives sometimes traveled with four to six collections in their luggage. The reaction of many opticians was clear: “Are you planning to move in?”

We had reached the limit. Many customers asked: “Please show me only the new products.” Our representatives responded—they made a preliminary selection and brought only the case for the current collection. The effect was positive in the short term: The meeting was over more quickly, and the customer placed their order. But in the long term, this had two significant disadvantages:

* The average order value per customer fell significantly.

* Frames still in stock were no longer shown—and were therefore simply forgotten.

For a wholesaler, this is a dangerous development. Successful models can often be sold multiple times—provided they remain visible. How often did I hear: “That frame was great—it sold out immediately.” But it wasn’t reordered because it was simply no longer in the case.

The Desire for a Better Solution

I spoke with many case manufacturers—but the responses were sobering. One statement I will never forget:
“What exactly do you want to change about an eyewear case? We’ve been making them the same way for 50 years.”

But that was precisely the problem. I was convinced: Something had to change. So I set out to find a solution that would allow us to present many frames quickly, in a highly organized and impressive way, in the smallest possible space—and, above all, without the representative having to make a preliminary selection. 

The Birth of an Idea—and the First Prototype

For more than a year, I worked on a new solution. In the end, the first prototype was ready—a foldable sample case with a pull-out mechanism. It was large, bulky, and difficult to use—but it worked.

My patent attorney at the time—now a friend—immediately recognized its potential. Together, we filed the first patent.

I gave this prototype to a sales representative to take on the road, and the feedback came quickly: He didn’t want to give it back. For me, that was proof that the idea worked—even though the path to serial production was still a long one.

Originally, I had developed these eyewear cases solely for use by my own companies. But a good acquaintance saw the prototype and insisted: “You have to turn this into its own company—it’s a game changer!” I hesitated. I already had two companies, two full calendars, and two full sets of responsibilities.

But then a senior employee approached me and said: “I want to lead the project. I’d enjoy building the sales operation.” That settled the decision.

On a business trip to England, I wrote the business plan—and found the perfect name: Pull Up Case.

Today: A Solution for Worldwide Use

What began as a makeshift solution is now a system valued worldwide. Today, the Pull Up Samplecase is used in more than 60 countries. We manufacture in Germany and China, have an on-site sales operation in Asia, and distribution in India.

The Pull Up Case is more than just a case. It is the answer to a problem that many people put up with for years—until someone said: There’s another way.