Neubau Eyeglasses

Silhouette eyewear diffusion brand Neubau is coming for the US. The unisex line, aimed at millennial urbanites with alternative, trendy (read: hipster) taste, has brought its designs stateside with merchandise priced at retail from $199 to $269 for both optical and sun styles. Sun will launch in October.

The brand has between 200 and 300 independent optical boutiques signed on as initial stockists, and aims to eventually capture an arsenal of 1000 points of sale. The brand looks to have the U.S. comprise an ultimate 40 percent of its global sales in two to three years. It declined to reveal sales projections.

“Independent opticians is our key focus, we don’t want to go into discount groups -premium independent doors more in urban areas, as our core target group is more located in urban spaces,” said Daniel Liktor, business unit manager.

Neubau is named for the “hipster, bobo,” neighborhood in Vienna where the brand is based – an aesthetic sentiment that Liktor feels is a global one, easily transferrable to other such destinations like Brooklyn.