EGO claims to be the largest supplier of ophthalmic eyewear frames in the region, excluding sunglasses, ahead of Scaga, Safilo and Luxottica. Established since 1961, it will have total sales of about 100 million Swedish kronor (e11m-$11.1m) this year, of which 80 percent are limited to the Nordic countries. The joint venture with Viva International will further boost its leadership in the area starting off with brands such as Guess?, Gant, Marc Ecko and Harley Davidson.

Run by Ronald Gezang, son of the company's founders, EGO has an in-house design team that has developed several lines sold mostly in the Nordic countries, such as Tiger of Sweden, J. Lindenberg and the licensed Peak Performance and Bjorn Borg collections. The latter one has a broader international distribution. Since 1998, it has been marketing the James Bond licensed eyewear collection on a more international basis, covering also the rest of Europe and Japan, but it has not yet entered the US market.