Rodenstock targets GTR with renewed Porsche Design license for further ten years

A company that has been quietly building travel retail distribution for its exclusive lifestyle brand of men’s sunglasses is about to start making some noise! With a further 10 years license agreement signed this year for the global development, production and sale of Porsche Design eyewear, leading manufacturer Rodenstock (celebrating 140 years in 2017) has an ambitious plan to turn its current 50 specialized Eyewear airport locations into 400 within the next three years.

“Porsche Design eyewear is doing very well in Europe where we’re working with retailers including Dufry, Nuance (Sun Catcher), China Duty Free Group, Kappe and DFS,” says Rodenstock’s Global Business Manager, Petra Eckhardt.

“We’re seeing fantastic sell through of various styles through airport retail, especially where supported with light boxes, our digital movie, backdrops etc. Porsche Design is an exclusive lifestyle brand in the high-end men’s accessories segment, covering a wide range of products such as timepieces, luggage, fashion accessories and electronics, as well as eyewear.”

“Renowned for technically inspired products focusing on functional design with and highest quality, Porsche Design eyewear is perfect for all travel retail regions. We see excellent growth in domestic markets globally in Asia, the Middle East and Eastern Europe,” adds Eckhardt. “These markets are a priority for us in travel retail in 2017/18, along with North America.” Rodenstock has recently appointed Evelyn Alicea to handle Duty Free Business in the Americas while has active discussions in place for agents in Asia Pacific.

“With a further 10 years license in front of us, we’re now really gearing up our travel retail focus. It’s the perfect time for Porsche Design eyewear and we’re ready to support our retail partner investment with best-in-class merchandising and display tools, activations and promotional support. We see potential in all channels of distribution: airport shops, downtown and border, inflight and cruise. Sunglasses are one of the most buoyant categories in travel retail and consumers are always looking for new lifestyle brands. There are fewer choices for men currently than women – therefore Porsche Design Eyewear fills a market niche with its technically inspired men’s collection,” adds Eckhardt.

“With Porsche Design Eyewear, Rodenstock has a compelling offer for travel retail,” continues Eckhardt. “We’re very excited about how we can work with retailers to build the sunglasses category within travel retail – a buoyant part of the business that we can, without question, add to.”