Already a global player in the eyewear field, Swiss Eyewear Group (International) AG is targeting travel retail with its own innovative INVU ultra-polarized sunglass brand, along with its collection of licensed Rip Curl sports sunglasses.

 

Based in Zurich, Switzerland, the company may only have launched in 2013 but its ex-Polaroid Eyewear management team is highly experienced in the international eyewear business and has had past success with the launch and development of the Polaroid sunglass brand into the travel retail industry.

 

Swiss Eyewear Group quickly launched its own INVU ultra-polarized brand in January 2014, 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 company 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.

 

Ultra-polarization at an affordable price

Currently focusing on travel retail, recognizing it as an important platform for developing brand awareness and growth, Swiss Eyewear Group has appointed Newthing Ltd as its exclusive global distributor for TR, who have positioned the product as ‘exceptional value for money in the quality impulse buy segment of €45-65.’

 

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-polarization and at an affordable price makes the brand unique.”

 

Swiss Eyewear Group, Director Business Development International Markets, Rebecca Harwood-Lincoln adds, “INVU offers high commercial potential for travel retail combining a trendy, relevant brand name with a Swiss quality promise and ultra-polarized lenses – bringing together fashion, product performance and quality into one clear proposition.”

 

The collection is built around a core of bestselling styles for men and women with a range of frame and lens colour combinations. For travel retail 16 skus have been selected including streamlined and classic aviators, wraparound sports styles, trendy oversized frames and Easyfit sunglasses, which fit over optical frames.

 

Rip Curl Collection

 

In line with its strategy to add new, complementary eyewear brands to its portfolio, Swiss Eyewear Group has also 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 Newthing’s Martyn Westbury. “It’s an edgy, highly recognized global brand aimed at the 18-25 age group and, with prices starting from €65 it again fits the impulse market.” A selection of the 16 top selling skus have been selected for sale within travel retail.

 

Concludes Rebecca Harwood-Lincoln, “We want to offer a comprehensive and attractive product portfolio to successfully compete both in local and travel retail markets. 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.”