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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 mainly positioned at the high end of the market and 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.

Each of Safilo licensed brands is designed, positioned and marketed to address a specific eyewear market segment and target consumer. Safilo’s portfolio consists of both global brands and brands solely associated with certain specific countries.

The Group’s licences with these brands are regulated by exclusive contracts that provide for royalties to the licensors, calculated as a percentage of net sales generated from the collections and with minimum annual guaranteed amounts. In many cases such guaranteed annual royalties are based on a percentage of the turnover achieved by the licensed brand in the previous year while, in a few cases, they consist of sums defined in advance.

The license agreements also provide for the obligation on the licensee, which benefits from the advertising and promotional activities carried out by the licensors themselves, to invest each year in amounts of communication activities calculated on the basis of net sales in the previous year.

Own brands are of great strategic importance to the Group’s development objectives, particularly in the segments 'Mass Cool' with the Polaroid brand, 'Contemporary Fashion & Lifestyle' with the Carrera brand, and 'Sport & Outdoor' with Smith brand.

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Last updated: December 28, 2018

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