In an industry increasingly defined by consolidation and scale, 28-year-old Elise Vandenbalck is betting on something radically different: intimacy.
As a fourth-generation optician and co-owner of Zoute Optics, she represents the next chapter of a family business rooted in craftsmanship and personal connection. But her expansion into Knokke is not simply geographic growth. It is a strategic statement about how independent retail can compete in a market dominated by multinational groups.
Below, Elise Vandenbalck answers in full.
How did Zoute Optics come to life, and what is the story behind it?
Zoute Optics was first established through the acquisition of a well-known optical store in Knokke, located on the prestigious Kustlaan under the name “Gobert Optics.”
Although the store was situated in a prime triple-A location, the space itself was far too small to offer what we provide in our three stores in Leuven: true customer experience. Today, everything revolves around experience; welcoming customers to sit down, offering them a drink, creating a warm and homely atmosphere, and taking the time they deserve. Unfortunately, this simply wasn’t possible in the original location.
It quickly became clear to us that Knokke was ready for this concept. We began searching for a larger space where we could fully deliver the experience we stand for and where we could also perform professional eye examinations.
So how did we end up in Knokke?
As a family, we have been coming here for years, almost every weekend. Our hearts are in Knokke, and for a long time we dreamed of extending our passion to the seaside. Many of our Leuven clients also spend their weekends and holidays here, which made it feel like a natural step.
The concept we want to bring to Knokke does not yet exist there and that is precisely our challenge.
We are not simply opening another optical store. We are introducing a different way of experiencing eyewear: combining high-end, independent collections with a warm, homely atmosphere and true personal guidance.
How important is store design in your vision, and how does it shape the customer experience?
First and foremost, I want to emphasize that my parents and I (representing the third and fourth generation) are extremely close and share a very warm family bond. I have never known anything different; I truly grew up in a loving home. Everyone who knows us can certainly confirm that.
There is nothing more wonderful than visiting someone and instantly feeling at home. That exact feeling is what we have translated into the concept of our stores. We are deeply committed to creating a homely atmosphere and believe it is essential that every client feels welcome and comfortable from the very moment they step inside. Whether they are exploring frames or trying on glasses, we want them to feel completely at ease.
When you see the interior of our store, you immediately notice that this mission has truly been accomplished.
Beyond the interior, it is equally important for us to express the warmth of our family in the way we treat our clients. We want to be a listening ear and create an environment where customers can build a genuine relationship of trust with us.
How do you view the current eyewear market today?
The eyewear market is evolving faster than ever. What was once purely functional has become a true extension of one’s personality. Fashion, technology, and experience now come together in a single product. Customers no longer choose glasses just to see better, they choose them to feel confident and to express who they are.
The eyewear market today is defined by the perfect balance between fashion and function. Consumers expect frames that are not only stylish but also deliver high performance, comfort, quality optics, and the latest lens technology. At the same time, there is a growing demand for personalization and variety. From bold, trend-driven designs to timeless classics, customers want eyewear that reflects their individuality and lifestyle. Beyond the product itself, experience has become equally important. Modern consumers value feeling welcomed, understood, and professionally guided when choosing their glasses; whether for everyday wear or a special statement piece.
In this competitive landscape, physical stores that offer comfort, expertise, and genuine personal connection truly stand out. We are also witnessing a strong rise in premium and niche brands, with customers increasingly drawn to craftsmanship, authenticity, and brands with a compelling story. While digital channels play a crucial role in today’s market, they cannot replace the in-store experience. Trying on frames, receiving precise measurements and benefiting from expert advice remain essential elements that customers deeply appreciate.
Do you believe independent brands should focus on building direct relationships with optical stores?
Yes, I strongly believe independent brands should focus on building direct relationships with optical stores. For us, strong partnerships with independent brands are not just important, they are essential to maintaining the unique experience we want to offer in our stores.
When an independent brand builds a direct relationship with us, it becomes more than a business transaction. It becomes a partnership. We get to understand the story behind the brand, the craftsmanship, the philosophy and the passion. That allows us to translate that story authentically to our clients. And our clients feel that authenticity.
Direct relationships also allow us to give honest feedback from the shop floor. We know our clientele, we understand their preferences, and we can help brands refine their collections accordingly. That kind of collaboration creates long-term value for both sides.
In a market that is increasingly dominated by large groups and mass distribution, I believe independent brands and independent opticians share the same mindset: quality over quantity, identity over volume, and relationships over transactions.
What do you look for when selecting independent eyewear brands to carry in your store?
What we look for in independent brands today is, above all, quality. Real quality. Think of handcrafted frames, Japanese titanium, refined finishing, and attention to every detail. Products where you can truly feel the craftsmanship and passion behind them.
Exclusivity is equally important to us. Limited productions, no mass manufacturing. Our clients are looking for something unique: a frame they won’t see on every street corner. Independent brands need to dare to differentiate themselves and remain true to their identity, rather than focusing on volume.
For us, it’s not only about beautiful design, but about the entire story behind the brand: where it is made, how it is made, and the philosophy that drives it.
How have your customers’ expectations changed in recent years when it comes to eyewear and service.
Today, customers have high expectations and rightfully so. As the prices of frames and lenses continue to increase, clients expect clear value in return. They are not simply purchasing eyewear; they are investing in quality, expertise, and long-term comfort.
From independent opticians, customers expect outstanding quality in both products and service. They look for carefully selected collections, premium materials, and lenses that offer the latest technology and optimal visual performance. But beyond the product itself, they expect professional guidance, honest advice, and personalized recommendations tailored to their lifestyle and needs.
Clients also value transparency. They want to understand what they are paying for whether it’s craftsmanship, innovative lens technology, or the time and care invested in their consultation. Precision in eye examinations, attention to detail in fittings, and after-sales service are no longer optional; they are essential.
Most importantly, customers expect trust. They choose independent opticians because they want a personal relationship, a listening ear, and the reassurance that their best interest comes before sales targets.
What do you think is the biggest challenge facing independent optical stores today?
One of the biggest challenges for small, independent optical stores today is navigating a market that is constantly evolving and increasingly dominated by large multinational groups and retail chains.
The rise of acquisitions by multinational corporations has significantly changed the landscape. Independent stores are often competing against large chains with substantial marketing budgets, aggressive pricing strategies, and strong purchasing power. This creates pressure not only on pricing, but also on visibility and brand positioning.
At the same time, the market itself is continuously moving. Consumer expectations are rising, technology is advancing rapidly, and trends change faster than ever. Independent opticians must constantly adapt, investing in innovation, maintaining high service standards, and staying relevant in a highly competitive environment.
Another major challenge is maintaining identity and authenticity in a market that is becoming increasingly standardized. While large chains often focus on volume and efficiency, independent stores must clearly communicate their added value: personal service, expertise, curated collections, and genuine relationships with clients.
Looking ahead, how do you see Zoute Optics evolving over the next five to ten years?
Over the next 10 years, I see Zoute Optics growing in a way that stays true to who we are.
Growth, for us, is not simply about opening as many stores as possible. It is about strengthening our identity, deepening our expertise, and continuously refining the experience we offer. As a fourth-generation family business, preserving our values, quality, warmth, and personal service will always come first.
I see Zoute Optics becoming an even stronger reference in premium and independent eyewear, carefully curating collections that stand for craftsmanship, innovation, and exclusivity. We will continue to invest in advanced eye care technology, ensuring that our clients receive the highest level of professional service alongside a unique retail experience.
At the same time, I believe growth also means building stronger relationships with our clients, with independent brands, and within our team. Creating an environment where trust, loyalty, and long-term partnerships flourish is essential to our vision.
And not to forget: building a store into a well-oiled, fully established operation takes time. It doesn’t happen overnight.
I often look at our Leuven store, Monocle Eyewear, which celebrates its 10-year anniversary this month. It took years of dedication, learning, fine-tuning, and consistency before the store reached the level where it stands today. Growth is a process. You invest time in your team, in your clientele, in your brand positioning, and slowly everything begins to align.
That experience has taught me that sustainable growth requires patience. You cannot rush credibility, trust, or reputation. They are built step by step.
If we expand further, it will be done thoughtfully and strategically, always maintaining the intimate, welcoming atmosphere that defines us.
Ultimately, my vision is sustainable growth: evolving with the market, staying innovative, but never losing the family spirit and authenticity that define our stores.
