Peter Smith has been appointed to the newly created position of president and chief executive for Bollé Brands, the new company formed by A&M Capital to run the Bollé Safety business and the consumer eyewear and helmet business of Bollé, Cébé and Serengeti recently bought from Vista Outdoor for $158 million.

Smith was most recently the CEO of Musto, a British brand of sailing products. He previously worked for Nike, Reebok, Lacoste, Berghaus, Paul Smith and other brands. He will be based in France, dividing his time between Bollé Safety in Lyon and the company's other operations in Paris.

Bolle Safety and the consumer eyewear and helmet business weight almost equally in Bollé Brands' turnover, which reached $151 million last year. For Smith, the most important tasks will be to maximize the growth of Bollé Safety, which is highly profitable, and to eliminate the losses of the remaining operations.

Silmo d'Or 2018 Laureates





BLUV Xpert


UV Protect

Material / Equipment


Vision R-800



Eyelet Active

Trend Optic Frames


Marni ME2623

Design Optic Frames

Morà Busoli


Trend Sunglasses


Salvatore Ferragamo SF 184S

Design Sunglasses


609 Vortex

Frame Technological Innovation


McLaren Ultimate Vision

Première Classe Special Award

Thierry Lasry

Shorty 1654

Jury Special Prize

Nathalie Blanc

Suzanne 253

Essentially, the consumer part consists of Bollé branded sunglasses and cycling and ski helmets, Cébé ski goggles and helmets and Serengeti sunglasses. The sales structure is under review. For the time being, Michael Sakellaris will act as global sales manager, working with the company's existing sales offices and distributors, with three hubs for North America, Asia-Pacific and Europe, the Middle East and Africa (EMEA).

Gernot Trebsche, who previously led the Bollé, Cébé and Serengeti brands at Vista Outdoor, has left the group. The sales hub for Asia-Pacific should remain in Melbourne, but the North American one will have to move out of the office of Bushnell Outdoor Products in Overland Park, Kansas, which is still owned by Vista.