German eyewear brand ic! berlin has chosen Sylvia Jensch as its chief sales and marketing officer. Before joining ic! berlin, Jensch had spent the last 16 years of her career at the hotel cosmetics firm ADA Cosmetics International, most recently serving as its chief sales and marketing officer. She has also held positions within the German hair care company Wella Group and U.S. consumer goods group Procter & Gamble.

At Silmo, the Paris trade fair held Sept. 27-30, ic! Berlin presented a new branding that reinforces its link with its home town Berlin.

Founded in 1996 by Ralph Anderl, ic! Berlin was taken over at the end of 2017 by the investment firm Premium Equity Partners. Nevertheless, the company’s chief executive Joerg Reinhold, who has been in the job since May 2006, stayed at his post, ensuring managerial continuity.

The company is known for its sheet metal frames that have a hinge that does not require screws, welding or glue. Its models are all named after the company’s employees or parts of Berlin.

ic! Berlin’s main market is Asia, where it has a strong presence in South Korea, Thailand and China. In Europe, Germany is its main market.