Maha and Malak Bennani built LNKO, transforming Morocco’s eyewear market through affordable, digital-first innovation.
LNKO was founded in 2020 by sisters Maha Bennani and Malak Bennani, who set out to address longstanding gaps in Morocco’s eyewear market. Based in Casablanca, the company operates as a direct-to-consumer eyewear brand, combining online retail with a growing network of physical stores. Their business reflects a broader shift in consumer behaviour, shaped by increased screen use, rising digital literacy, and demand for more affordable optical products.
Maha initially built her professional expertise within Canada’s financial sector, engaging in banking and asset management. Her time in these roles provided crucial exposure to structured corporate frameworks and operational methodologies, developing her skills in financial analysis, client relationship management, and risk oversight. Though not directly entrepreneurial, this background significantly shaped her strategic approach to subsequent business creation and management.
Malak’s professional background is rooted in brand development, operations, and customer experience. While less publicly profiled, her role within LNKO has centred on product direction, brand identity, and the operational execution of the company’s retail and online presence. Together, the sisters combine analytical and creative skill sets, which are central to LNKO’s positioning.
Early entrepreneurial experience
Before LNKO, Maha co-founded Match Glasses in Montreal, a startup that addressed inventory inefficiencies in the optical retail industry. The platform focused on helping opticians manage stock more effectively, reducing waste and improving ordering accuracy.
Operating a business in a foreign market presented both logistical and cultural challenges. The experience offered Maha early exposure to fundraising, pitching, and product-market fit, while also highlighting the difficulties of scaling niche technology solutions in traditional industries. Although Match Glasses did not become a large-scale operation, it served as a formative learning phase in her entrepreneurial journey.
Founding LNKO
Later, in 2020, Maha and Malak Bennani co-founded LNKO, launching the company during the COVID-19 pandemic. The timing coincided with an increase in screen use and the accelerated adoption of online shopping, creating both challenges and opportunities for a new consumer brand.
LNKO adopts a vertically integrated, direct-to-consumer model, handling design, production, and sales internally. This approach allowed the company to reduce intermediary costs and offer eyewear at lower price points than many traditional optical retailers. Products include prescription glasses, sunglasses, and blue-light-filter lenses, sold through both online platforms and physical stores.
Since its launch, LNKO has expanded its presence across several Moroccan cities, including Rabat, Tangier, Marrakech, and Agadir. The company operates multiple retail locations alongside an international e-commerce platform that serves customers beyond the Maghreb region.
LNKO maintains a relatively lean team, with production and quality control managed in-house. Design decisions draw on global fashion trends while remaining responsive to local consumer preferences. The company has also introduced digital tools such as online prescription uploads and virtual try-on features to streamline the purchasing process.
LNKO has attracted external investment to support its growth. In 2021, the company received backing from CDG Invest, followed by a later investment from Beltone Venture Capital. The funding is intended to support product development, retail expansion, and entry into additional African markets.
While the African eyewear market remains fragmented and highly competitive, LNKO’s strategy reflects broader shifts towards digital retail and locally-rooted consumer brands.
Broader Impact
Beyond commercial performance, LNKO contributes to local employment in retail, logistics, and manufacturing. Maha and Malak Bennani are a symbol of the growing presence of women-led consumer startups in Morocco, particularly within sectors traditionally dominated by established retail players. Their partnership also highlights the role of family-founded businesses in navigating trust, long-term vision, and shared accountability.
