In the heart of Greece’s bustling eyewear landscape, Beseen Optics has become a name synonymous with heritage, quality, and forward-thinking curation. Founded over 60 years ago by Christos Mourtzinos, the business has evolved across generations, adapting to a market shaped by both global fashion powerhouses and the rising demand for independent labels. Today, under the leadership of Nick Mourtzinos, Beseen operates four stores across Greece, each designed as more than just a retail space—they are curated destinations for eyewear enthusiasts.
In this conversation with Curated Optics, Nick shares his perspective on the unique dynamics of the Greek market, the challenges and opportunities for independent eyewear, and the philosophy that continues to define Beseen.
What is the story behind your store(s)? Who is the founder, and how long have you been in the industry?
Our store, Beseen, is the evolution of a long-standing family business founded by my father, Christos Mourtzinos, more than 60 years ago in the Greek market. Since then, we have built a brand focused on delivering exceptional service and high-quality products.
How would you describe the independent eyewear market in Greece? Are customers open to brands that prioritize quality over just a “name”?
The Greek market shares many characteristics with other Southern European markets. On a broader level, consumers often seek well-known fashion brands, a trend also supported by the tourism sector. However, there is always a segment of customers who are genuinely interested in independent producers, with a strong focus on quality and design.
How do you usually select the frames you carry? Do you collaborate with sales agents, attend trade fairs, or work directly with brands?
Our product selection follows a mixed process. We keep an open discussion within the entire Beseen team to ensure we have a clear view of each brand’s performance and our customers’ profiles. Simply looking at numbers on an Excel sheet doesn’t provide the qualitative insights we need, so this collaborative approach is essential. We have also been consistently attending major international trade shows for over 25 years. Beyond discovering new products, these events allow us to interact directly with the people who design, produce, and often innovate in our field. At the same time, collaboration with sales agents remains extremely valuable and supportive, making it another important part of our product selection process.
Do you see an evolution in the market and a growing openness towards independent brands and boutique stores like yours?
The growth of independent brands is not something entirely new. Since around 2010, we’ve witnessed a rapid expansion in this segment, reflected clearly in the increasing space dedicated to their booths at trade shows. Suddenly, more retailers started looking for what they called “something special.” In recent years, this momentum has attracted the attention of major fashion brands in the industry. It will be interesting to see whether their growing involvement will alter the independent scene and whether it will lead to a new form of self-regulation within the market.
Are your customers mainly tourists or locals? Who would you say is your primary target audience?
At Beseen, our goal is to build a strong customer base that truly values both our products and our services. This focus naturally aims at creating loyal, repeat customers, who are usually the people living and working in the area where we operate. That said, we always enjoy welcoming people from around the world into our spaces—those who recognize and appreciate our core values.
Are you open to discovering new independent brands such as Sato, Jeff Press, or The Other Glasses, or do you prefer to play it safe with more established names?
We are always open to exploring and discovering new independent brands. What we always keep in mind, however, is the importance of understanding the “why” behind each creator and how convincing that story is for us. The exploration process is certainly exciting, but it must always be balanced with respect for the brands we have partnered with and supported over the years.
How important is store design and the overall customer experience for you, and how do you evaluate it?
If you truly want to be a boutique store, design and customer experience are critical factors. Design reflects your aesthetic and philosophy, while customer experience makes your space genuinely attractive to the consumer. At our scale, these elements hold extremely high value.
How do you differentiate yourself from other optical retailers in Greece?
Being different is not an end in itself for us; we don’t operate with that as our sole focus. However, if I had to give an answer, I would say what sets us apart is our refusal to simply follow trends and our consistent commitment to our own “why.”
What challenges do you currently face in running an independent eyewear business?
Focusing on the independent sector comes with its own challenges. There is an oversupply of stores, and for many entrepreneurs, involvement with independent brands often lacks real depth. Another challenge is whether the brands themselves will be able to resist the pressure and interest of large corporations looking to enter this space through acquisitions.
What role does digital presence (social media, e-commerce) play in your growth strategy?
For us, the physical store remains the main sales and communication channel. It may seem traditional, but I believe it can still create stronger emotions in consumers and, as a result, stronger bonds. That said, in a digital world, online tools carry their own weight. We consider a presence on social media essential, with content that reflects our product direction and communicates that we are curators of unique collections. At the same time, strengthening our e-commerce is a one-way street—we cannot ignore markets that lie beyond the reach of our physical locations.
What trends do you foresee shaping the future of independent eyewear retail in your region?
In the coming years, major fashion brands will fight for a larger market share. They will aim to shrink the space for independents by leveraging significant marketing and advertising budgets. This will likely discourage opportunistic independent retailers. However, this is exactly where the opportunity lies for those who truly understand why they are positioned in this part of the market and can stay true to their purpose.
As Greece’s eyewear landscape continues to evolve, Beseen Optics stands as a testament to the balance between heritage and innovation. Nick’s reflections reveal both the opportunities and the pressures facing independent retailers: from the rise of global fashion giants to the constant challenge of staying authentic in a competitive market. What remains clear is that Beseen’s philosophy—rooted in quality, purpose, and a deep respect for the craft—offers not just a blueprint for survival, but for meaningful growth in the independent eyewear sector.
You can discover Beseen Optics at their stores in Kolonaki (44 Akadimias & Sina St., Athens), Kifissia (2 Argyropoulou St., Athens), Chalandri (34 Ag. Paraskevis St., Athens), as well as seasonal boutiques in Patmos (Skala, Dodecanese, open April–October) and Tinos (Nikolaou Gyzi & Enisidimou St., Cyclades, open April–October).
