Style Pages Check.Out: The Optical Boutique


The Optical Boutique: Theo

In 1987, Wim Somers and Patrick Hoet, opticians with a store in Belgium, decide to design an eyewear collection because they wanted to offer their clients something different than the mainstream glasses selling at the time. In 1989, the first Theo collection was presented. Today, headquartered in Antwerp, Theo has more than more 30 employees in Europe, the U.S. and Japan and is sold in 1,400 stores across 50 countries.

MSRP ​​is $415 to $845.


Sue Randhawa
Owner/Licensed Optician, The Optical Boutique

“Theo does so well because it is in a league of its own! We share with our customers the same passion that Theo shares with us.”

What are you selling?
Theo is not a line for the faint of heart. I brought Theo into The Optical Boutique about two years ago because I personally fell in love with it. The styles that we sell the most are the larger and stronger shapes. The color combinations are so beautifully done and we talk about the design process, the colors and the story behind Theo in the selling process.

Who’s buying it?
My customer that it speaks to is typically 50-60 years old. I think in order to wear Theo, one has to have a certain confidence in themselves and that confidence often comes with some life experience.

Why do they like it?
The way we merchandise the collection plays a very important role in its success. This is done in a number of ways; we take full advantage of our large windows by announcing the collection with colorful displays and POP. Most importantly, all of the opticians wear Theo frames. The staff ranges in age from 30-55, this shows our customers the versatility of the collection. Lastly, having a trunk show has always worked well for us. The excitement and energy is contagious and hard to duplicate any other way.

Instagram: @theopticalboutique
Are you a retailer or an ECP who has a frame or collection you think others should “Check.Out”?

Contact senior editor,
Deirdre Carroll,