Allison enters the Australian market through a joint venture with a large local distributor which will retain a majority stake. Meanwhile, the Italian company is budgeting e1 million in advertising expenditures to sustain the launch of a new frame in magnesium, starting with sunglasses and following up with prescription models in October. Its magnesium sunglasses are priced at about e232 at retail. Allison makes and cuts its own magnesium sheets, buying the raw material in the UK. Magnesium frames, which are also offered by Oakley and by some Japanese firms, are 50 percent lighter than titanium frames and 30 percent more expensive to produce.