Maria Lundtang has been appointed CEO of Glas Eyewear, succeeding Founder Christoffer Sundberg.

Stockholm-based eyewear brand Glas is scaling up its global travel retail (GTR) footprint, having recently secured listings with Gebr. Heinemann and Avolta.

The company has also completed a dedicated rollout on ferries across the Nordics, including with Viking Line and Birka Cruises.

With international expansion accelerating, Maria Lundtang has been appointed CEO of Glas Eyewear, succeeding Founder Christoffer Sundberg, who continues in a key leadership role focused on business development.

Maria brings to the table more than 20 years’ senior experience in global wholesale, having held key leadership roles in fashion and beauty-tech, including as Managing Director at Foreo.

“On behalf of the Glas team, I would like to thank our customers, clients and business partners for believing in us and for supporting our journey the past seven years,” said Lundtang.

“We are grateful for the warm welcome the travel retail community has given us. We are full of heart and ready to grow the travel retail business in close collaboration with retailers and travelling customers.”

Glas eyewear is handcrafted from polished acetate or lightweight metal and created to feel timeless, durable and sophisticated. The acetate frames are cellulose-based and made from sustainable sources including wood pulp, recycled cotton and other reclaimed materials.

Glas’ streamlined collection of clear reading lenses, tinted reading lenses and sun lenses is ‘tailormade for lifestyle customers on the move’, says the company, with Scandinavian minimalistic branding, soft colour palette and slim, travel-friendly packaging.

Its displays for the channel are modular and the product is easy to try on and understand, making it a natural fit for fast-paced, multi-touch travel retail environments.

In the the travel sector, Glas is experiencing particular success with its sunreaders – prescription sunglasses with 100% UVA and UVB protection – so wearers can read in bright sunlight without switching glasses.

Karl Walter, Partner, Blueprint.

“Glas’ fresh take on stylish, affordable, and versatile reading eyewear with and without sun lenses speaks directly to today’s travelling shoppers; experience-driven, eco-friendly and personal,” said Karl Walter, Partner at business development consultancy Blueprint, which advises Glas on navigating GTR.

“This digitally native brand has carved out a niche in travel retail and their story is only just beginning.”

The company’s focus on sustainability, with the use of renewable acetate and minimalist packaging, means it’s well-placed to tap into consumer demand for sustainable and purpose-driven brands.

Glas now retails in more than 30 markets globally, with strong early traction in travel retail. The company says it supports sell-through in the channel with ‘clear storytelling and by offering a tight, high-performing assortment that delivers strong commercial outcomes’.

GLAS was established in 2018, with a vision to ‘rethink functional eyewear’ with a quality product boasting Scandinavian design values.

“We believe in designing eyewear that makes a difference,” said Lundtang. “Our sun readers are a perfect example. For many travellers, it’s their first encounter with Glas and one that often leads to more.”

Glas exhibited at the TR Consumer Forum earlier this year and is attending the upcoming TFWA World Exhibition where the team will be meeting with retailers and business partners.

The eyewear retails for between €60 and €100, depending on lens type (clear readers, tinted readers, or sun lenses).

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