Optical Prism November 2019 OP_November_joomag_2019 - Page 34

Glimpses BOLLÉ BRANDS ACQUIRES SPY OPTIC SAFILO, HUGO BOSS RENEW AGREEMENT Following the acquisition of Bollé Brands by A&M Capital Europe in August 2018, the company has announced the acquisition of the SPY Optic brand. Safilo Group and HUGO BOSS, one of the leading fashion houses in the upper-premium segment of the global apparel market, have announced the renewal of the licence agreement for BOSS and HUGO optical and sunglass collections until Dec. 31, 2025. SPY Optic joins the existing brand portfolio of Bollé, Bollé Safety, Serengeti, Cébé and H2Optix and signals a strong commitment to playing a leading role in the premium performance sports and sports lifestyle eyewear and helmets markets. Founded in 1994 and based in Southern California, SPY Optic designs, markets and distributes premium sunglasses, goggles, helmets and prescription eyewear. The SPY Optic brand, symbolized by the distinct “cross” logo has a strong brand awareness in its action sports segment, with a reputation for high-quality products, style, and innovation, most notably showcased in its Happy Lens technology. SPY Optic is a cutting-edge disruptive brand perceived as cool, irreverent and high quality with high net promoter scores exceeding those of peer brands. SPY Optic is highly complementary to Bollé Brands in terms of brand proposition, channel mix, and geographic presence. The combination will significantly bolster Bollé Brands’ scale in North America, will allow SPY Optic to benefit from increased investment in product development and distribution, and will facilitate an international expansion of the SPY Optic brand beyond its current footprint. 34 Optical Prism | November 2019 Angelo Trocchia, CEO of Safilo Group, says: “This renewal builds on the strength of a trustful and long-lasting business partnership. The BOSS and HUGO collections further reinforce our premium fashion proposition, giving us the opportunity to accelerate this segment’s expansion by offering to our customers two powerful brands with extremely clear and relevant positionings aimed at differing consumer targets and geographies, with products that translate the quality and style of the BOSS and HUGO brands.” “We are delighted to continue our partnership in the eyewear category with Safilo. Over the years, Safilo has demonstrated that they understand our brand DNA perfectly, translating our values into a product which truly represents us,” says CBO Ingo Wilts. “Safilo has the scale and the capabilities to implement our strategic vision to continually add value to our brands also through product categories such as eyewear, both optical and sun, which continue to gain importance as a fashion accessory, especially in the digital world where we can count on our very engaged, digital-savvy global community.”