Sover ? an Italian eyewear producer with a strong position in Eastern Europe ? has been granted the worldwide production and distribution license for a new line of sun and prescription eyewear to be marketed under the MCS brand name, which is a sub-brand of Marlboro Classics. The Valentino Fashion Group, which owns both brands, already produces a line of MCS Marlboro Classics casual clothing for men, but it prefers not to use the full name for eyewear.
The new contract with Sover will run for a period of three years and the complete range should be ready for Mido 2011, while the first models ? inspired by a contemporary version of the American Dream ? will be showcased at this week's Silmo fair in Paris.
The agreement provides for major synergies on the distribution front. MCS is present in 47 countries worldwide in addition to Italy, with more than 200 exclusive boutiques, of which over 20 are managed directly; the brand is represented in around 400 shop-in-shops and over 1,500 multibrand stores. For its part, Sover will use its own distribution channels in Eastern Europe and in over 60 markets worldwide, in Europe, the U.S., and the Middle and Far East.
Sover, which recently got the license for Laura Biagiotti eyewear (see our previous issue), is part of a larger group that makes glasses in Italy and has three joint ventures for sales activities in Prague, Bucharest and Moscow.