How the Pull Up Samplecase was created – The founding story

How it all began – the story behind the Pull Up Samplecase

The best ideas are not developed at the desk – they arise in the middle of daily work. This is exactly how the story of the Pull Up Samplecase began.

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

 

When cases become an obstacle

In field sales, a simple truth applies: The more the sales representative shows, the more he sells. New collections mean new opportunities – but also new sample cases. And with each season, the system became more cumbersome: Our field staff sometimes traveled with four to six collections in their luggage. The reaction of many opticians was clear: "Do you want to move in with us?"

The limit was reached. Many customers asked: "Please only show me the new items." Our representatives responded – they made a preselection and only came with the case for the current collection. The effect was positive in the short term: things finished faster, and the customer placed their order. But in the long term, this had two decisive disadvantages:

1. The average order value per customer dropped significantly.

2. Frames still in stock were no longer shown – and were simply forgotten as a result.

For a wholesaler, this is a dangerous development. Because successful models can often be sold multiple times – if they remain visible. How often did I hear: "This frame was great – it was gone immediately." But it was not reordered because it simply was no longer in the case.

The desire for a better solution

I spoke with many case manufacturers – but the reactions were sobering. One statement I will never forget:
"What do you want to change about a glasses case? We've been building them the same way for 50 years."

But that was exactly the problem. I was convinced: Something has to change. So I set out myself to find a solution with which you can present many frames quickly, structured, and impressively in the smallest space and above all without the representative making a preselection. 

The birth of an idea – and the first prototype

For over a year I tinkered with a new solution. In the end, there was the first prototype – a foldable sample case with a pull-out mechanism. It was large, bulky, difficult to operate – but it worked.

My then patent attorney – now a friend – immediately recognized the potential. Together we filed the first patent.

I gave this prototype to a sales representative for the trip; the feedback was quick: He didn’t want to give it back. That was proof to me that the idea worked – even though the path to series production was still long.

Originally, I had developed these glasses cases only for the personal use of my companies. But a good acquaintance saw the prototype and told me emphatically: "You have to make your own company out of this – this is a game changer!" I hesitated. I already had two companies, two full calendars, two full responsibilities.

But then a senior employee approached me and said: "I want to lead the project, I would enjoy building up the sales." That was the decision.

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

Today: A solution for worldwide use

What started as an emergency solution is now a globally valued system. The Pull Up Samplecase is now used in over 60 countries. We produce in Germany and China, have local sales 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 have accepted for years – until someone said: It can be done differently.