Smith Optics has decided to give its 'Action Optics' brand a name change. Beginning this fall, Action Optics will be called Smith Action Optics, and will become a premium polarized collection under the Smith brand. The new branding is intended to build on the company's polarized offerings in their core markets, while simultaneously expanding the reach of select frames from the polarized collection among new audiences. The new collection will be available to select Smith dealers.
“The combination of Action Optics' brand loyalty and the international
recognition of the Smith name will provide us with a very powerful and
efficient market presence,” said Ned Post, president of Smith Optics.
“Most people know that we've been a part of Smith Optics for more than a
decade. For those who don't, there won't be much of a noticeable change,
other than a new logo and a new way of referring to the Action Optics
brand,” said Peter Crow, Smith Action Optics general manager. “Our business
goals, our business relationships and our commitment to creating the best
polarized sunglasses in the world will remain firmly intact.”
Smith Action Optics will continue to use all current business partners and
sales staff, and will maintain their identity as a distinct business unit in
the company's Sun Valley, Idaho, headquarters.
