1972 the state-approved optometrist opened his first shop in Cuxhaven. In 1981 he revolutionised the German spectacle market by offering 90 fashionable frames for the allowance of the statutory health insurance funds (initial tariff). Because previously only 6 Models were available in exchange for the insurance allowance, Fielmann thus removed the social stigma of having to wear glasses. This liberalisation, favourable media coverage ("Robin Hood of spectacle wearers") and aggressive marketing allowed his Business to grow rapidly. In 1982 a new shop was opened in Kiel offering more than 7,000 frames to choose from. In 1994 the Fielmann KG was transformed into Fielmann AG and went public.