Rodenstock extends Porsche Design Eyewear licence agreement; targets ambitious travel retail growth

German eyewear manufacturer Rodenstock has extended its Porsche Design Eyewear licence agreement for a further ten years.

The deal, which covers the global development, production and sale of Porsche Design Eyewear, comes amid an ambitious travel retail growth plan set out by Rodenstock.

The company said it plans to turn its current 50 specialised eyewear airport locations into 400 within the next three years.

Rodenstock says the time is right for Porsche Design to accelerate its travel retail presence

Rodenstock Global Business Manager Petra Eckhardt commented: “Porsche Design Eyewear is doing very well in Europe where we’re working with retailers including Dufry, Nuance (Sun Catcher), China Duty Free Group, Kappé and DFS.

“We’re seeing fantastic sell through of various styles through airport retail, especially where supported with light boxes, our digital movie, backdrops etc. Porsche Design is an exclusive lifestyle brand in the high-end men’s accessories segment, covering a wide range of products such as timepieces, luggage, fashion accessories and electronics, as well as eyewear.”

Porsche Design Eyewear fills a market niche with its technically-inspired men’s collection, says Rodenstock

“Renowned for technically-inspired products focusing on functional design and high quality, Porsche Design Eyewear is perfect for all travel retail regions. We see excellent growth in domestic markets globally in Asia, the Middle East and Eastern Europe,” added Eckhardt. “These markets are a priority for us in travel retail in 2017/18, along with North America.”

Rodenstock recently appointed Evelyn Alicea to handle its duty free business in the Americas and is in discussions to find agents in Asia Pacific.

Eckhardt continued: “With a further ten-year licence in front of us, we’re now really gearing up our travel retail focus. It’s the perfect time for Porsche Design Eyewear and we’re ready to support our retail partner investment with best-in-class merchandising and display tools, activations and promotional support.

“We see potential in all channels of distribution: airport shops, downtown and border, inflight and cruise. Sunglasses are one of the most buoyant categories in travel retail and consumers are always looking for new lifestyle brands. There are fewer choices for men currently than women – therefore Porsche Design Eyewear fills a market niche with its technically-inspired men’s collection.”

“With Porsche Design Eyewear, Rodenstock has a compelling offer for travel retail. We’re very excited about how we can work with retailers to build the sunglasses category within travel retail – a buoyant part of the business that we can, without question, add to,” concluded Eckhardt.

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