Safilo Group, the parent company of the Smith Optics brand and licensee for other lifestyle and sports brands, including Under Armour and Tommy Hilfiger, renewed its global licensing agreement with Hugo Boss for the Boss and Hugo eyewear collection through December 2030.
Safilo said it has “constantly supported the growth of Boss and Hugo in the eyewear category with high standards of quality, cutting-edge design, a distinctive selling proposition, and a robust distribution network spanning all regions. Both brands represent a point of reference in the eyewear landscape, catering to a diverse consumer base that recognizes the undisputed uniqueness of the eyewear collections.”
“We are delighted to early renew our partnership with Hugo Boss, a highly valued partner for Safilo and representing an exceptional asset in our portfolio. I am glad that in just a few years, we will celebrate the 20th anniversary of our partnership, which began back in 2006,” said Angelo Trocchia, CEO of Safilo Group. “The remarkable rebranding of Boss and Hugo in the last two years, fully embraced and executed by Safilo in the eyewear collections, paves the way for a bright and successful future of the brands in all our markets and distribution channels.”
“Our Claim 5 growth strategy is broad-based. We want to grow across all regions, touchpoints, and brands, as well as in all product areas. Safilo perfectly supports our growth in the eyewear segment and is a key player in the industry with high-quality standards and a strong distribution network worldwide. We are excited to continue the successful and long-term partnership with Safilo and are convinced that we have the right partner at our side to leverage the full potential of Boss and Huogo in the global eyewear business,” said Daniel Grieder, CEO of Hugo Boss AG.
The joint strategy is to continue gaining market share with Boss Eyewear through iconic styles immediately recognizable to the consumer. Hugo, which accounts for a considerable share of Hugo Boss’s eyewear business, will continue expanding its presence with the Gen Z demographic.
Image courtesy Safilo Group
