Punto Ottico Humaneyes Opens in Belgrade, Strengthening Its International Presence
The independent eyewear brand reaches ten stores across Italy, the United States, and Serbia. The new opening confirms its experiential retail concept and curated eyewear selection.
Punto Ottico Humaneyes continues to expand its international retail footprint with the opening of a new store in Belgrade, at the heart of the Serbian capital. Following the debut in Novi Sad in 2024, the brand led by Domenico Concato inaugurates its tenth global location, confirming a growth strategy rooted in quality, research, and design consistency.
Founded in Italy, Punto Ottico Humaneyes already operates six stores across the country — including in Milan, Verona, and Alte Ceccato (Vicenza) — as well as two locations in New York (Madison Avenue and Brooklyn). With this move, the brand further strengthens its international vision in a market that, as Concato notes, has proven to be unexpectedly receptive.
“The opportunity arose through a proposal from a local partner outside the eyewear industry, who joined as a minority investor,” explains Concato. “In Serbia, our quality-driven approach and customer experience were immediately recognized and appreciated.”
The new store is located in Belgrade’s old town and spans approximately 90 square meters. Like the Novi Sad location, opened a year earlier, the team consists of a sales associate and two optometrists. The interior design follows the brand’s distinctive format, with five dedicated areas – welcome, consultation/sales (exclusively seated), optometry and contact lens services, workshop, and final delivery/post-sale – creating a cohesive and experiential customer journey.
The eyewear offering remains true to Punto Ottico Humaneyes’ curatorial identity. In-house brands such as Jacques Durand, Conception General, Echos, Cleto Munari, and Hapter (acquired in early 2025) are paired with a selection of research-driven labels, all reflecting independent design and exceptional craftsmanship.
“Our goal,” says Concato, “is to offer a mix of designers who each bring a unique vision of eyewear – not following fleeting trends, but rather highlighting durable, repairable pieces created through artisanal processes.”
With this latest opening, Punto Ottico Humaneyes reinforces its role in the independent eyewear landscape, confirming a model that blends entrepreneurial vision with attention to detail and aesthetic sensibility — while remaining true to the values of made in Italy and sustainable innovation.