The Group’s brand portfolio is composed of its own proprietary brands, used for prescription frames, sunglasses and sports goggles and helmets as well as licensed brands for collections of frames and sunglasses. The latter are managed with license agreements for an average of 5 to 8 years.
The Group generally concludes global licensing contracts, except when the brand in question has a strong resonance limited to a specific region.
Safilo Group’s portfolio of licensed sunglasses and prescription frames is one of the broadest and most diverse portfolios in the eyewear industry.
The eyewear collections of each of Safilo licensed brands are designed, positioned and marketed to address a specific eyewear market segment and target consumer.
Own brands are of great strategic importance for the development of the Group, which has recently enriched its own core brands portfolio, made of brands such as Carrera, Polaroid and Smith, with the acquisition of Blenders Eyewear, communicated on December 9, 2019, and the acquisition of Privé Revaux, communicated on February 10, 2020. Blenders Eyewear has built an advanced direct-to-consumer e-commerce platform with unique digital and social media skills, successfully engaging and selling to Millennials and Generation Z consumers. Privé Revaux, is a fast-growing US brand born thanks to and fuelled by a strategic celebrity ecosystem, which empowers strong social media engagement and digital marketing activities.