Formed in 2013 with the launch of its own INVU ultra polarised brand in January 2014, Swiss Eyewear Group has quickly built distribution throughout Europe and around the world. INVU is already available in more than 55 markets, with particular success in Italy, Russia, the UK, Spain and France and is currently being launched in the USA, Scandinavia and Asia. To continue building this successful brand Swiss Eyewear Group is focusing on travel retail which is an important platform for developing brand awareness and growth. To this end, Swiss Eyewear Group has appointed Newthing Ltd as its exclusive global distributor for travel retail.
Says Newthing head of sales Martyn Westbury: “I see INVU as a perfect brand fit for TR because today all travellers expect quality products, but to have both quality and the technological advancements in the INVU lenses that deliver ultra polarisation and at an affordable price makes the brand unique.”
Described as the “Next Generation Global Polarising Impulse Brand”, INVU (pronounced “in-view” or spelled out “I envy you”) has been introduced to offer exceptional value for money in the quality impulse buy segment of €45-65 making it perfect for travel retail. Says Swiss Eyewear Group Director Business Development International Markets, Rebecca Harwood-Lincoln: “INVU offers high commercial potential for travel retail combining a trendy, relevant brand name with a Swiss quality promise and ultra polarised lenses – bringing together fashion, product performance and quality into one clear proposition.”
The collection is built around a core of best-selling styles for both men and women with a range of frame and lens colour combinations that is guaranteed to see product “fly off the shelves”. For travel retail 16 best-selling SKUs have been selected including streamlined and classic aviators, wrap around sports styles, trendy oversized frames and Easyfit sunglasses, which are sunglasses which fit over optical frames. With both plastic and metal frames available there are styles for men, women and unisex in a variety of stylish colours including gold, dark gun, gun/blue, matt black, black/crystal, matt black/smoke and matt brown. All lenses are ultra polarised to guarantee the ultimate vision and protection with colour options including solid smoke, solid green and solid brown, plus gradient options of chocolate, smoke and blue.
The brand is supported by an extensive Marketing Support Program, which can be tailored to individual travel retail requirements, with a strong focus on INVU’s ultra polarising lens technology and benefits.
Swiss Eyewear Group’s strategy is to add new, complimentary eyewear brands to its portfolio and it has already secured an agreement to distribute the well-known sports brand Rip Curl. “Rip Curl is another brand which we feel is perfect for travel retail, complementing rather than competing with INVU,” says Westbury. “It’s an edgy, highly recognised global brand aimed at the 18-25 age group and, with prices starting from €65 it again fits the impulse market.” Once more, 16 top selling SKUs have been selected for travel retail.
“We want to offer a comprehensive and attractive product portfolio to successfully compete both in local and travel retail markets,” says Rebecca Harwood-Lincoln. “Our objective is to be the global eyewear company that offers a genuine alternative in the international travel retail market with unique eyewear brands and quality products that are perfect for generating impulse sales and thus incremental business.”
Notes to editors: The Swiss Eyewear Group founders and management team were previously part of the Polaroid Eyewear management team. After the acquisition of Polaroid Eyewear by Safilo this experienced set of individuals, with in excess of 150 years of experience in the sunglasses sector, decided to start their own business and take on the challenge of creating a completely new eyewear company with innovative ways of operating in a global marketplace.
Led by CEO Jerry Dreifuss, the uniqueness of Swiss Eyewear Group is perhaps best-illustrated by its ownership structure, with shareholders from the entire eyewear industry value chain, starting with manufacturing all the way through to retailing. This extraordinary set-up, combined with the management team’s extensive eyewear industry know-how and experience, ensures that the company has an exceptional wealth of industry-relevant skills and knowledge.
Ultra Polarised Lens Technology
All INVU products feature the ultra polarised lens, offering consumers crystal-clear, glare-free vision with improved colour contrasts, less eye fatigue and a better perception of detail. In addition, the lenses have a highly efficient UV absorber that eliminates all harmful UV-A and UV-B light all the way up to 400 nanometers. The ultra polarised lens is manufactured in a state-of-the-art optical manufacturing plant using multi-layer lens technology and advanced coatings. INVU ultra polarised lenses combine nine special layers including a polariser, colour enhancers, UV-absorbers, impact absorption layers and hard coatings. The end result is an extraordinary and unrivalled visual experience for consumers.