As we reported briefly in our last issue, Monica Dal Cin, an Italian veteran of the eyewear industry, has been named managing director of Area 98, the company that produces Coco Song, La Matta, Robert Rudger and other lines, with responsibility for sales and marketing.
What we didn't say is that the Israeli-based company that she worked for most recently, pq Eyewear, ceased operations at the end of last year. Designed by Ron Arad, its contemporary line of one-piece, nylon glasses without hinges came perhaps ahead of its time with a sophisticated 3D mass customization process. According to Dal Cin, who left pq Eyewear seven months before its demise, the developer of the process, 3D Systems, wanted to get control of the operation, running counter to the Israeli investor's wishes.
Dal Cin, who previously held important international sales positions at De Rigo, Marcolin and Mondottica, intends to boost sales at Area 98 by offering more service and better margins to its key clients, including marketing support and quick reorders, before broadening the distribution of its lines. She will do so in cooperation with a new head of sales, Luciana Olivotto, who comes from Visottica.
There are no plans to reorganize the distribution in key markets such as the German-speaking countries, Denmark and Finland, which represented last year about 60 percent of the company's turnover of €6.5 million. Agents take care of other markets like France, Spain and the U.K.
The distribution was reorganized in the last couple of years, as we have already reported, following the exit of a former general manager, Giovanni Torossi, who participated in the bail-out of Area in 2011 in cooperation with a Chinese producer, King Song. Torossi subsequently invested in Immagine, the company that produces X-Ide and Rye & Lye eyewear, renaming it as Immagine 98.
Elisio Tessaro continues as Area's creative director, based in Hong Kong. King Song continues to handle part of its production.