This paper discusses product variety design under optimization viewpoint. Product variety design means the challenge to simultaneously design multiple products toward higher optimality beyond ordinary design methods for a single product. The paper explores the possibilities of design optimization for product variety under fixed product architecture. Such optimization demands to determine the contents of modules and their combinations under modular architecture. This indicates that product variety optimization includes three classes of optimization problems, attribute assignment, module combination and simultaneous design of both. The paper formulates problem classification, domains and situations of such optimization problems. Further, the paper demonstrates two typical optimization examples through aircraft design for simultaneous attribute optimization and through design of television circuit boards for module combination, respectively. The paper concludes with the roles of problem ...