The former English football player has signed a global 10-year license agreement with Safilo for the production and distribution of men's sunglasses and prescription frames under his name. The company's first David Beckham collection will be launched in January 2020. Beckham has had no previous license agreement for eyewear.
The collection will target the 25-45 age group and retail around €200 a pair, which corresponds to the “upper contemporary” segment according to Safilo's nomenclature.
The group says it expects the brand to expand its presence in the “digital universe.” Beckham has about 52,000 followers on Facebook and nearly 56,000 on Instagram. Last year, Safilo generated 3.5 percent of its revenues from e-commerce and is targeting a ratio of 6 percent in 2020.
The group said that the David Beckham collection will be distributed through opticians, department stores, optical chains, retail travel locations and e-tailers, adding that it will have an “omnichannel approach.”
Safilo did not elaborate on the terms of the deal. But Beckham, along with his wife, Victoria, a former member of the Spice Girls group, previously bought out the 33 percent stake held by their business partner Simon Fuller in Beckham Brand Holdings for £38 million (€42.7m-$48.1m). The company controls David Beckham Ventures, the firm that manages the brand name and partnerships of the former player and fashion model.
Beckham, who is now 44, played for many important clubs, including Manchester United, Real Madrid, AC Milan, LA Galaxy and Paris Saint-Germain as well as for the England team, obtaining 115 caps.