Luxottica, the Italian frame manufacturing unit of the EssilorLuxottica group, will open 250 Sunglass Hut shop-in-shops in Hudson stores and localized convenience concepts across North America. The decision comes after a successful pilot at Richmond International Airport earlier this year.
Hudson plans to open nine additional shop-in-shops by August, with a phased approached continuing into 2022. The size of the shop-in-shops will vary and will feature collections from Luxottica’s proprietary brands, Ray-Ban and Oakley.
The shop-in-shops will be fitted with Luxottica’s store product assortment platform STARS. Hudson’s staff will benefit from Luxottica and Sunglass Hut’s digital training solution to undergo knowledge training on the sunglass collections, which includes material construction, sales techniques, sunglass fashion, and brand DNA.
Hudson, which is part of the Swiss group Dufry, has more than 1,000 stores in airports, commuter hubs, landmarks, and tourist locations. It says that eyewear has always been a core part of its fashion offerings. It currently operates 5th & Sunset, a proprietary brand of sunglasses and accessory stores, as well as freestanding Sunglass Hut stores in certain airports.