Seeing Clearly: 20 Years of Breaking the Rules of Eyewear

To mark Niche Nation’s 20th year in the world of optics, we’re diving into the insider’s story of Niche Nation with Jonas Koblin, the founder of this unique eyewear retailer that’s been redefining our perception of what counts as an optical shop. From humble beginnings, selling German sunglasses out of show trays in night clubs, to delivering personalized VIP service to the likes of Madonna, Niche Nation has become an institution in the world of eyewear in Thailand.

Sit back, adjust your glasses, and prepare for a candid chat about the journey of Niche Nation, their customer-centric approach, and their passion for offering more than just a pair of glasses.

The journey started back in 2003 when Jonas imported some wicked sunglasses and frames from Germany. And when no optical store showed interest in his unique collection, the idea of opening his own showroom began to take shape. On December 13th, 2003, the dream was realised as the doors to Niche Nation opened and the first pair of glasses was sold!

Why start at Thonglor?

Jonas: We had our eyes set on Sukhumvit and Thonglor, which in the early 2000s, just started to gain its reputation as a hip and vibrant area. The neighbourhood got some of its first legendary tenants — like Shades of Retro and MarketPlace. Soon after we opened, Playground from Noble Development opened and later the designer stores Chanintr moved in. However, as the neighbourhood evolved, we decided to relocate downtown to be closer to our clientele, at Central Embassy, in 2013.

Why the name Niche Nation?

J: We picked the name ‘Niche Nation’ because we wanted to gather the absolute best products from across the globe and bring them to our little niche of design enthusiasts and clients who understand and value good design. We even toyed with the name “Son of the Beach” at one point — but thank goodness we didn’t go down that road!

The team at Niche Nation takes brand curation pretty seriously. How do you curate all these brands, what is the mantra?

J: Patience. Patience is key when it comes to curating our brands. We’re willing to play the waiting game for years before taking on a new brand. Why? Because we want our clients to take home something they cherish and could pass down generations. Quality, design, and the people behind the brand are our main criteria.

What are some of the challenges introducing niche brands to the market?

J: Sure, introducing niche brands comes with its fair share of challenges, but we embrace it. “It’s easy to sell something everyone knows, but if you sell something new or rare, you have to know your stuff inside out. You need to know who crafted it, how and where it was produced.”

Niche Nation’s popularity has never dropped after 20 years and we’d like to know what’s the secret sauce to running a successful eyewear shop and keeping customers happy?

J: Service. Our customers are a discerning lot. They’re busy and they appreciate the guidance of our knowledgeable stylists and optometrists to make a quick yet perfect decision for them.

As the business grows, how do you make sure the brand’s standard or the level of service is well carried by the team and new people that join.

J: Keeping our Niche Nation standard isn’t rocket science. You just need the right people and a whole lot of training. Some might take a few months, others a couple of years. But if they step in with the right attitude and a thirst to grow, they’ll get there.

What was your goal back then when you first introduced Niche Nation to the market and how is it right now?

J: Way back when, our goal was to flip the script on glasses, show everyone that they’re not just a frame with a fancy brand name. And today, we’re committed to continuing to stock the world’s best eyewear and helping our customers leave not only with a sharper vision but also a fresh perspective with utmost confidence.

P: What’s the one thing only Niche Nation can give you?

J: Our bespoke service. As a VIP, customers can experience an at-home consultation with a curated selection of their favourite brands. We did just that for Madonna when she swung by Bangkok. The very next day, we got to watch her light up a packed house at the Impact Arena!

What’s on the horizon for Niche Nation, you ask? They will continue to offer a killer lineup of top-notch products, thorough eye exams, and honest consultations. What’s most exciting is… they’re thinking of opening a specialised store for the munchkins and grandkids of our clients. Stay tuned!

In a parting shot, Jonas wants to tell all glasses-wearers out there, “If you wear glasses, make sure they fit.” Wise words, indeed!