Alessandro Eucaliptus: “We are seeing an amazing performance from Loewe.”

Thélios, the luxury eyewear business of French luxury conglomerate LVMH Group, is doubling down on the runaway success of the Loewe brand, while also showcasing its most recent proprietary brands, at the recent TFWA World Exhibition & Conference in Cannes.

Among the brands in the spotlight are Tag Heuer, best known for its watches and recently back in the eyewear business; sports eyewear maison Vuarnet; and Californian made-in-Japan house, Barton Perreira.

Thélios Head of Global Travel Retail, Alessandro Eucaliptus, told TRBusiness: “We are seeing an amazing performance from Loewe, and we are taking special care of the brand in the travel retail channel.

“We also have a new entry line, a family of products that will enhance the presence of Loewe, while keeping true to the design and values of the Spanish brand, which is currently one of the hottest in the world.”

The new travel retail exclusive from Bulgari will launch in March 2026. 

Loewe had British designer from Northern Ireland, Jonathan Anderson, at the helm as creative director for 11 years until an internal move within LVMH.

That propelled him to even greater heights in the same, but elevated, role at Christian Dior.

“He has been able to translate the Spanish vibe of Loewe and take it global,” said Eucaliptus.

Loewe drives Thélios growth, Bulgari gains exclusive line

There is also an extra push for Loewe through seasonal activity. This year in Madrid Airport, Thélios ran a pop-up with Avolta, while in Asia Pacific, a major activation saw an uplift in brand sales and made it more recognisable to travel retail consumers, according to Eucaliptus.

“In terms of investment for Loewe, we have started to push a lot, targeting Spanish airports with Avolta, and we will continue in 2026.

“While our main pillar brands will remain the heart of our business, Loewe will be one of the key drivers of growth in the travel retail channel,” said Eucaliptus.

Meanwhile, Thélios – whose portfolio includes Dior, Fendi, Celine, and Kenzo – will target Europe and the US with Tag Heuer and Vuarnet.

For the first time, Thélios will also bring a travel retail exclusive line to the channel from Bulgari – and at a more accessible price for the Italian jewellery brand, likely to be around €360/$421.

The product, within the B.zero1 sunglasses family from Bulgari, will have a wide rollout with dedicated images and advertising, and HPPs in certain parts of the world, starting in March 2026.

“Our travel retail partners are super-excited about this launch,” said Eucaliptus.

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