 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.