Italy-based glasses company Safilo Group is marking its 90th anniversary, celebrating the roots in its Italian design, which have been the foundation of the group’s success that has allowed for constant innovation and maintained relevancy.
With design studios across New York, Milan and Hong Kong, Safilo brings together Italian design, technical and industrial innovation with state-of-the-art digital platforms driven by its digital hubs. The company has subsidiaries in 40 countries, with more than 50 partners in 70 countries. “See the world at its best” remains the guiding principle for which Safilo aims to shape the future of eyewear.
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This capacity to move the needle forward is what earned the company its Certified Sustainable Eyewear award for the “Frame Europe” category for making the best sustainable frame at Mido 2024. Safilo is committed to certified bio-based and recycled materials eyewear — the company set the goal of having more than 25 percent of its new collection made with sustainable materials by 2025.
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Here, Fairchild Studio sat down with Gabriele Cusani, president and chief commercial officer of Safilo North America, to discuss the company’s milestone, the ability to stay ahead of the curve, the company’s strong in-house brands and more.
Fairchild Studio: Congrats on 90 years! How has the company balanced its rich legacy with the incorporation of innovative practices over the years?
Gabriele Cusani: It’s a tremendous honor to represent Safilo as we celebrate our 90th anniversary. Our legacy is deeply rooted in Italian design and, which has been the cornerstone of our success.
However, we’ve always understood that to thrive, we must continually evolve. By blending our heritage with a forward-thinking approach, we’ve been able to stay at the forefront of the eyewear industry. We’ve invested significantly in technology and data analytics to enhance our design process, production capabilities and customer experience.
Our “digital hubs” in Padua and Portland are instrumental in driving innovation. They allow us to combine traditional artistry with cutting-edge digital platforms, creating a unique value proposition for our customers. Ultimately, our commitment to sustainability and our purpose of “See the world at its best” guide us as we continue to shape the future of eyewear.
Fairchild Studio: How has Safilo adapted its strategy to remain competitive and relevant in the ever-evolving eyewear industry?
G.S.: Safilo has maintained its competitive edge by seamlessly blending our rich heritage with a forward-thinking approach. Our foundation in Italian design and craftsmanship remains unwavering, but we’ve strategically invested in research, development and innovation to anticipate and shape industry trends.
An example? Safilo’s new Carrera Smart Glasses, launched in autumn 2023, combine Italian design with Alexa technology. These two models feature open-ear audio and long battery life, and a seamless blend of style and functionality. Available exclusively in the U.S. market on Amazon, Carrera’s official website and select retailers.
Fairchild Studio: How do the company’s license agreements of big name brands such as David Beckham Eyewear, Boss, Missoni and more speak to the brand’s global presence in the industry
G.S.: Our partnerships with iconic brands like Boss, Missoni, and Marc Jacobs are more than just licensing agreements; they’re a powerful testament to Safilo’s global influence and expertise in the eyewear industry.
These collaborations are a two-way street. Fashion powerhouses recognize our ability to capture the essence of their brands and translate it into eyewear that resonates with consumers worldwide. We’ve built a reputation for respecting brand identities through innovative designs and impeccable craftsmanship.
Our portfolio of licensed brands is incredibly diverse, spanning from luxury to lifestyle, and our recent partnerships with Etro and Stuart Weitzman further solidify our position in the high-end market. Stuart Weitzman’s first optical collection, designed in the U.S. and entirely made in Italy, is launching on the occasion of the Vision Expo West in September 2024 and available in stores in October.
And then there’s the Eyewear by David Beckham perpetual license – a true testament to the enduring strength of our collaborations. These partnerships not only expand our global reach but also fuel our passion for creating eyewear that makes a statement.
Fairchild Studio: As a company synonymous with quality and craftsmanship, how does Safilo leverage its in-house brand to strengthen and differentiate itself in a vast market with diverse consumer needs?
G.S.: Our in-house brands are the bedrock of Safilo’s growth strategy. By owning and nurturing brands like Carrera, Smith, Polaroid, Blenders Eyewear and Privé Revaux, we can directly connect with consumers and deliver exceptional products that resonate with their unique lifestyles.
In 2023, home brands accounted for 44 percent of sales. This approach allows us to maintain a strong brand identity, drive sales and increase profitability. Additionally, it provides a platform for innovation and experimentation, enabling us to stay ahead of market trends. For instance, our Carrera Smart Glasses with Alexa are a testament to our ability to blend tradition with technology to create cutting-edge products.
Through a combination of strong branding, targeted marketing and effective sales strategies, we’ve achieved significant sales growth for our in-house brands, solidifying our position as a leader in the eyewear industry.
Fairchild Studio: How does the Elasta hinge technology enhance your product offerings and market positioning, with product durability and consumer preference?
G.S.: Elasta technology is the beating heart of Safilo, what we call the “opticians’ brand.” This revolutionary technology first made waves in the 1970s and continues to define our brand globally. The name itself is a nod to the elastic mechanism housed within the temples, designed to provide unparalleled comfort and fit. This mechanism is incorporated into different models across different brands, like Carrera or Boss.
To bring Elasta to life, we invested heavily in research and cutting-edge production processes. The result? The iconic Safilo Elasta and Safilo Emozioni collections are made in Italy and designed for the US customer. Safilo Elasta collection specifically, features classic shapes that never go out of style.
In a world of ever-changing tastes and a broad array of choices for the consumer, we know that there is no substitute for quality and craftsmanship. Elasta is synonymous with strength, durability and resilience.
Fairchild Studio: With operations and partnerships spread across the globe, how does Safilo’s extensive presence influence your strategic decisions and product innovations?
G.S.: Our global footprint is a strategic advantage that profoundly influences our decision-making and product development. Having design studios in key cities like Milan, New York and Hong Kong, coupled with manufacturing facilities and a vast distribution network, provides us with an unparalleled understanding of diverse consumer preferences and market dynamics.
This deep-rooted presence enables us to identify emerging trends, adapt swiftly to changing consumer demands and optimize our supply chain for efficiency and responsiveness. It also empowers us to collaborate seamlessly with local partners, ensuring that our products are culturally relevant and meet specific regional needs. Ultimately, our global network is the backbone of our ability to deliver innovative, high-quality eyewear solutions to consumers worldwide.
Fairchild Studio: What is Safilo’s approach to building and maintaining strong relationships with key stakeholders, including opticians and global distributors and how does this influence your business operations?
G.S.: Opticians are at the core of our business. Their expertise and trust are essential to our success. We prioritize building and maintaining strong, long-term partnerships with opticians worldwide.
By providing exceptional products, comprehensive support and a deep understanding of their needs, we aim to be their preferred partner. Our commitment to their success is evident in our focus on offering innovative eyewear solutions, efficient sales and after-sales services and tailored marketing support.
While we also value our relationships with global distributors and travel retail partners, opticians remain our primary customers and their satisfaction is our ultimate goal.
Fairchild Studio: Looking ahead, how do you see Safilo evolving with future trends and evolving consumer behavior/preferences?
G.S.: By continuously experimenting with new styles, techniques and technologies, we’ve been able to create eyewear collections that resonate with consumers worldwide. Our commitment to quality
and craftsmanship is non-negotiable and we believe it sets us apart in the market.
We work with extensive data clusters to be able to foresee future trends and mixing our attention to data with our innovative design and attention to detail is what sets us apart in the market. This combination of tradition and innovation has been instrumental in our continued success and it will be for the future too.