SEE Eyewear

SEE Eyewear is a boutique optical retailer that specializes in distinctive, limited‑edition eyewear at accessible luxury price points. The company designs and curates its own frame collections and sells prescription glasses, sunglasses, and related accessories through an intimate network of small-format stores and a fully integrated e‑commerce site. In-store, the experience is highly personal, with staff focused on styling and fit so customers treat eyewear as part of their wardrobe, not just a medical necessity.

The business was founded in 1998 by Richard Golden and his family, who previously built and sold the D.O.C. Optics chain in the Midwest. Drawing on that history, SEE was created as a design-driven concept that works directly with small, often family-owned factories in Europe to produce exclusive, small-batch collections that are not widely distributed. One of the brand’s notable milestones was its shift from a regional player to a recognized multi-market retailer in major U.S. cities, built on this proprietary sourcing model that keeps product fresh and differentiated without traditional designer markups.

As of August 2024, SEE Eyewear operates about 40 boutiques across the United States along with its direct-to-consumer website. The stores are concentrated in established urban neighborhoods and high-street shopping corridors in markets such as New York, Chicago, Los Angeles, Miami, Boston, and Washington, D.C., as well as select destination and lifestyle centers. Locations are typically compact, visually driven storefronts with open displays and on-site opticians, allowing customers to complete eye exams and purchases in a single visit.

Over the last five years, SEE has evolved from a niche chain into a more broadly visible specialty retailer in key coastal and tier-one metros. The company has added stores selectively rather than pursuing rapid rollout, focusing on dense, walkable trade areas, affluent in-town neighborhoods, and high-traffic lifestyle centers that attract both residents and tourists. During this period, SEE has also invested in omnichannel tools, including online browsing and try-on features and tighter integration between its website and stores, so physical locations benefit from digital discovery and follow-on visits.

For property owners and retail partners, SEE brings a distinct fashion-forward use that blends healthcare and discretionary retail in a small footprint. Stores generate steady day-to-day traffic tied to exams and prescription needs, while the constantly refreshed assortment encourages repeat visits from loyal customers. The brand’s preference for intimate, street-facing spaces in strong mixed-use environments, along with its ongoing but disciplined growth posture, makes it a relevant consideration for urban retail, high-street, and lifestyle center projects seeking visually engaging, experience-oriented soft-goods tenants.