De Rigo is adding a new brand to its portfolio of house brands which already includes Police, STING and Lozza, in addition to the licensed fashion brands. The new brand, Yalea, is presented as a 100 % female brand of prescription eyewear and sunglasses, designed with women in mind and is endorsed by Cindy Crawford and Bianca Bali, two international fashion models from different generations. All the frames are named from inspirational women from different backgrounds and eras, not necessarily famous, who have distinguished themselves through life choices and achievements, the company said. The Yalea collections will be available to opticians in Italy and in the international markets where De Rigo has branches, Europe and America, from October this year. The company is also evaluating the launch of special Yalea collections for the Far East market.
De Rigo commented that the Covid-19 pandemic had led the company to work hard in order to re-think its business model, in particular with the launch of e-commerce projects in its Spanish and Turkish retail chains, and its organization, notably in the marketing divisions.