Alain Sanne joined Viva International in 1989 to run its French operations, and he took over responsibility also for the UK market more than one year ago. Sanne has now been appointed to a new position as the US company's European director, with a brief to develop a stronger and more uniform presence throughout the continent through a more coordinated and integrated structure.
Germany and Spain will be the next focus of development for this US-based supplier of eyewear frames. Sanne will also attempt to integrate the logistics on a European scale, eliminating redundant warehousing while striving for better service.
France, the UK and Italy, the only other European country where Viva controls the distribution, are now the major markets in this part of the world for this company, founded 20 years ago by an American, Harvey Ross, and an Italian, Sergio Cereda, who runs its design office in Italy.
Europe already represents 30 percent of the company's total turnover of about $120 million. The business plan calls for raising its share to 50 percent of total turnover within the next 5 years, with an annual average sales increase of 15 percent. European sales would double, and profits generated through them would quadruple.
Guess? is Viva's strongest brand in Europe. Two French brands, Catherine Deneuve and Jean-Louis Scherrer, are stronger in the USA. Viva's latest license, Candie's, was launched at the last SILMO fair and it's doing very well in France, thanks to the popularity of the fashion models hat sponsor this brand of colorful young girl's footwear in the USA.