Eyestylist

In conversation with theo’s Mik Somers in New York City at LOFT, we discovered the expanding world of theo retail in Antwerp and an eyewear company that continues to grow “with more structure, and even greater vision”. 

In a chat about brand building and the evolution of the brand, Somers told Eyestylist that by adding two more theo stores in the Antwerp area, they have been able to build on their relationship with nearby customers – with new experiences – while adding to the vision of the brand. The network of stores – overseen by Mik’s brother Jan, shares the same philosophy, while each location brings its own character and interpretation. Stoot Optiek in Edegem (www.stootoptiek.be) builds on the established philosophy of Somers Optiek (https://www.somersoptiek.be / https://www.eyestylist.com/2018/12/somers-optiek-colour-celebration/) – the original store in design-driven Antwerp, with its own new interpretation and selection of curated frames alongside theo eyewear. The interior of Stoot Optiek is open and light offering customers a bright contemporary gallery-like retail space where eye-catching flashes of colour and bold fittings create a relaxing place to be, ideal for conversation and an easy and convivial experience through which to find the right frame. Above: Compliments by theo is located in an iconic building in Schilde, a neighbourhood north east of Antwerp – photography by Alain Six

‘Compliments by theo’ is the most playful and accessible expression of the theo DNA. The store was born when an iconic building in Schilde became available. For Mik, Jan and Toon, it was the ultimate opportunity to build something really new. “An optical store built around one simple idea: making people happy with the glasses they wear.”

The store and its team endeavour to provide a neighbourhood destination with real energy where you can walk in for better vision and leave with something more. The decor is built with modern tactile materials, including beige terrazzo, wood veneers and stainless steel – complimented by vibrant accents.

“Here everything revolves around experience and discovery…the selection is refined, featuring national and international brands that stand out through their shape, colour and character. Not loud, but just right…” theo on Compliments

During our conversation about the stores, the discussion turned naturally to the evolution of the business and the changes that have shaped theo in recent years. Since taking over from his father, Mik explained that with his brothers he had recognised the need for “more structure and more vision” — something he believes the company has successfully established over the last few years.

That clearer framework has also brought greater definition to the collections themselves. While theo continues to deliver the originality and bold and unique character it has always been known for, through close collaboration with Patrick Hoet’s Studio, Serge Bracké and contributing designers James Van Vossel and Nathalie Crasset, the direction behind the products is now more considered and cohesive.

According to Somers, that structure has not restricted creativity but strengthened it. “Vision empowers creativity as you clearly know what you want,” he explained, noting that everyone involved in the design process has a clear understanding of the task…and the direction it is taking.

What also became evident was the value in continuity within the company. Reflecting on the long-standing relationships between theo and its collaborators, Somers suggested that while he could not say whether it was necessarily an “advantage”, it had undoubtedly created stability. “The power of the brand is the stability we offer to consumers and to opticians,” he said. “We have become very reliable as a company. Some say that theo is the most stable company in the eyewear industry. It is never outrageous — it is always there and you know what to expect. Of course there are surprises, but it will always make sense.”

That consistency has also influenced the way theo approaches its collections today. Somers rejected any suggestion that it was a matter of simply becoming more commercial.  Instead he described the evolution as the result of a much clearer collection architecture. theo, he explained, has always produced commercial products alongside more avant-garde ones, but today the balance is more intentional, ensuring the full offer — from accessible everyday styles to the more experimental concepts — evolves as one from season to season.

Looking back, he admitted there were years when the collections felt less balanced, with one season leaning heavily towards the outrageous and another towards basics, creating a little unpredictability for customers and retailers alike. “You never knew what was coming next,” he reflected. “So now we do. And it works.”

So what comes now for 2026? “A lot of attention has gone on the new stores,” Mik told Eyestylist as we turn our attention to the year ahead. “This year we are refocusing on growth and working closely and really well with all our partners around the world. Stability is really important to us. This year, as well, we are continuing to invite groups of opticians to visit us in Antwerp…on 10 or 15 Mondays throughout the year.”

Find out more about theo at www.theo.be.

This feature was written by Clodagh Norton at Eyestylist.com. We do not use artificial intelligence to write or edit copy published on this website.