A recently created new eyewear brand from Switzerland, Viu, opened its first mono-brand store in Zürich. Viu is a start-up business, founded in October 2013 by Kilian Wagner and Peter Käser in cooperation with the design duo Aeberhard and Kaegi from Switzerland and a partnering optician from Zurich. A family-owned business in Northern Italy manufactures the glasses made from acetate, which are developed and designed in Switzerland by the design studio Aekae and equipped with lenses from the Swiss lens manufacturer Optiswiss. The glasses can be ordered for €160 in currently nine fashion stores in Switzerland, where Viu has introduced a shop-in-shop concept as well as in Viu's first mono-brand store in Zurich and in another mono-brand store, to be opened in Basel on Oct. 2, and at the partnering optical store based in Zurich, Müller Optik. Additionally, they are sold via the brand's webshop shopviu.com. End consumers have the possibility to order four different models, to try them for four days at home, and to decide whether they want to order a pair of glasses or not. After one of them is ordered, it will be sent within a week to the customer. The current collection encompasses 15 models, each available in 4-5 different colors. It will be expanded gradually. Viu controls the complete value chain, from design to production and delivery to end consumers. The company plans to open more mono-brand stores in Switzerland by the end of this year and to enter the German market in the first quarter of 2015.