Odette Lunettes: From Personal Frustration to Global Eyewear Brand

Dr. Niklas Richter · 2026-09-15

What if you couldn't find a pair of glasses that actually fit your face? Most of us would just settle for something 'good enough.' But Eline De Munck? She took that frustration and built a global eyewear brand from the ground up. That brand is Odette Lunettes, and today it's sold in more than 30 countries. In this episode, Eline shares how a personal annoyance turned into a thriving international business. She talks about why Odette Lunettes was never just about glasses, how she built a lifestyle brand, and why the in-store experience matters more than ever. ### More Than Just Frames Eline didn't want to create another eyewear company. She wanted to build a brand that people connect with emotionally. From the very first day, Odette Lunettes was designed to be a lifestyle brand, not just a place to buy glasses. That meant thinking about everything: the packaging, the story, the vibe of the stores. Every touchpoint had to feel cohesive and intentional. That approach paid off. Customers don't just buy a pair of glasses; they buy into a feeling. They buy into the confidence that comes with finding frames that actually suit them. And that's a powerful thing. ### The Power of In-Store Experience In a world where you can buy almost anything online, why does the physical store still matter? For Eline, it's all about the experience. When you walk into an Odette Lunettes store, you're not just trying on glasses. You're stepping into a curated world. The lighting, the layout, the way the staff helps you find the perfect pair—it's all part of the brand. Eline believes that people want to feel something when they shop. They want to be guided, inspired, and maybe even surprised. That's why she invests so much in making sure every store visit feels special. ### Lessons in Marketing, Branding, and Going Global Building a brand that sells in over 30 countries doesn't happen by accident. Eline learned a lot along the way. Here are a few takeaways she shares: - **Stay true to your vision.** Don't chase trends just because they're popular. If you have a clear idea of what your brand stands for, stick with it. - **Invest in your brand identity.** Your logo, your colors, your voice—they all matter. They tell your story when you're not in the room. - **Think globally, act locally.** What works in one country might not work in another. Be willing to adapt while keeping your core values intact. - **Don't be afraid to stand out.** Playing it safe might feel comfortable, but it rarely gets you noticed. > "If you want to build something that lasts, you have to be willing to do things differently." – Eline De Munck ### Baby's@Work: A Bold Move for Working Parents Eline also opens up about a topic that sparked a lot of debate: Baby's@Work. At Odette Lunettes, employees can temporarily bring their babies to work. It's a policy that raised eyebrows, but Eline stands by it. Why? Because she knows firsthand how tough it is to balance work, entrepreneurship, and parenthood. She wanted to create an environment where parents don't have to choose between their career and their child. It's not about being soft; it's about being smart. When you support your team, they're more loyal, more engaged, and more productive. Of course, it's not a one-size-fits-all solution. But for Eline, it's about starting a conversation. She wants to challenge the traditional ways of thinking about work and family. And honestly? That's something more businesses should be doing. ### Final Thoughts Eline's story is a reminder that the best businesses often start with a simple problem. She didn't set out to revolutionize the eyewear industry. She just wanted glasses that fit. But by staying true to her vision and being brave enough to do things her own way, she built something remarkable. Whether you're an entrepreneur, a parent, or just someone with a big idea, there's a lot to learn from her journey. Sometimes the biggest opportunities come from the smallest frustrations. This podcast is brought to you by Creatic. They help small and medium businesses put their brand on the map with strong branding, thoughtful marketing, and high-performing websites. From brand strategy and visual identity to a website that actually delivers results, they make sure your business grows visibly and recognizably online. Curious what they can do for you? Find out more at www.creatic.com.