Portfolio Brands
Safilo’s brand portfolio consists of Proprietary Brands and licensed brands, selected on the basis of competitive positioning and international prestige, which guarantee the Group world leadership in the high-end market.
A creative team of more than 150 designers allows the Group to put more than 3,000 new models a year on the market; production and distribution are organized to guarantee respect for the particular style characteristics and positioning of every licensed brand.
Proprietary Brands are strategically important in reaching the Group’s development targets in the middle/high-end market of the “fashion” and “casual-sports” segments in every category of products (optical frames, sunglasses, and sports products such as, for example, ski goggles and helmets and technical glasses for many sports).
The Group follows a policy which aims at having a brand portfolio which is diversified in terms of geographical positioning, age, gender, and income bracket target, and needs of the end customer.