With its new management team and new corporate identity, Fleye is stepping up efforts to broaden its footprint from its core market in Scandinavia into other European markets like Italy, France, Germany, Spain and Greece, the company said at the Silmo trade fair in Paris. The 14-year-old Danish eyewear design firm, which has renamed itself as Fleye Copenhagen, plans to progressively increase its presence in Europe, then the Middle East and, lastly, Asia.
The company doesn't expect the Chinese market to become a priority in the near future, but it has opened an office in Shenzhen, in southeastern China, staffed with six engineers whose main focus is design development. Its rather original frames are still made in China, using lightweight innovative materials such as acetate, carbon fiber and wood, At Silmo, it presented 50 new designs and introduced innovative materials like a new high-density acetate and applied colored wood on its carbon frames.
As previously reported (Eyewear Intelligence Vol. 17, N° 12+13 of Sept. 22), it has appointed a new chief executive, Jesper Mathiesen and a new manager responsible for branding, design and sales, Christian Leicht, who comes from Mykita. It has also named a communications consultant, Vicky Strojek, to step up its marketing efforts. However, the marketing spend is expected to remain stable, the management says, as the company expects to raise its profile through social media and public relations.