Shortly before the appointment of a new chief executive for the company, Safilo announced that it has become the licensee for sunglasses and optical frames of Fendi, the famous Rome-based fashion house bought by LVMH many years ago. The deal, which runs through 2022, takes the place of the contract that Marchon has had with Fendi.since 1991.
The first Fendi glasses produced by Safilo will be available at retail in January 2014. Roberto Vedovotto, CEO of Safilo, said it had obtained the contract because of its “considerable expertise and ability to interpret the codes and values of luxury.” Pietro Beccari, chairman and CEO of Fendi, mentioned Safilo's know-how and its “obsession for quality and innovation.” Safilo has been for many years the licensee of Christian Dior, whose couture company controls LVMH.
Safilo has also announced the early renewal through December 2024 of its licensing agreement with other fashion brands of the LVMH group, Marc Jacobs, for the Marc Jacobs and Marc by Marc Jacobs collections of sunglasses and prescription frames. The deal, which is said to have generated very good results in the U.S. and Europe, was supposed to expire in two years' time.
Separately, Safilo will add a capsule collection of prescription frames and sunglasses for spring 2014 signed by Marc Newson, an Australian industrial designer.