Area98 has launched direct distribution in the U.K. and the Republic of Ireland for its Coco Song collection, which is now sold through five representatives in the two countries. The move by the Italian eyewear firm is part of its plan to strengthen its direct presence on major eyewear markets. Its La Matta, Oliviero Contini and Genesis Easy collections will continue to be distributed in the U.K. and Ireland by Pure Eyewear. Area98 has also announced that in 2016 it will begin direct distribution of the Robert Rüdger brand, which was added to its portfolio this year.