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Nicola Mira
Jan 26, 2017
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Safilo goes upmarket, launches Elie Saab eyewear

Translated by
Nicola Mira
Jan 26, 2017

Safilo is now targeting the very top end of the eyewear market. The Italian eyeglasses manufacturer owned by Dutch investment fund Hal has made an emphatic statement in premium eyewear with its new 'Atelier' segment, featuring the very first eyewear collection by Elie Saab, which was unveiled on Wednesday 25th January in Paris at the Lebanese designer's haute couture show.

A model from the first Elie Saab eyewear collection - Safilo

"'Atelier' offers a new, exclusive selection of highly sophisticated eyewear brands targeted to the world's most demanding clients. It is distinctive for its ultra-refined products, the expression of exceptional made-in-Italy craftsmanship, combining a unique aesthetic and avant-garde details with innovative, high-quality materials," stated Safilo in a press release.  

'Atelier' brands will be presented via bespoke collections featuring limited-edition items, and will be distributed by the most exclusive eyewear retailers and carefully chosen fashion stores, added Safilo.

The other brand currently included in the 'Atelier' segment is Oxydo, a Safilo label now relaunched with an ultra-premium positioning. Oxydo is distinctive for material technology and manufacturing innovation, as well as for cutting-edge style. 

An Oxydo model - Safilo

Targeting the upmarket segment with 'Atelier' is one of the key features of Safilo's 2020 strategic plan. It is a segment which "promises highly interesting growth rates and profit margins," said CEO Luisa Delgado.

Besides 'Atelier', the other five market segments included in Safilo's portfolio are 'Fashion Luxury' with, among others, Dior, Jimmy Choo and Fendi; 'Premium Fashion' with Max Mara and Hugo Boss; 'Contemporary Lifestyle' with Carrera, Marc Jacobs, Tommy Hilfiger, Kate Spade New York and Fossil; 'Sports Inspired' with Smith; and 'Mass Cool' with Polaroid, Havaianas and Swatch-the-Eyes.


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