Safilo Group, the Italian parent of the Smith sunglasses brand, signed an exclusivity agreement with Bollé Brands to acquire the Spy+ (Spy Optic) and Serengeti eyewear brands.
Both are U.S.-based and known for their focus on sports and outdoor activities. Combined Spy+ and Serengeti generated sales of about $39 million in 2025.
Safoli said the acquisitions are “in line with Safilo’s previously outlined strategy, focused on the selective acquisition of brands capable of strengthening the Group’s presence in high-growth segments, further enhancing its home brands portfolio, which includes Smith, Carrera, Polaroid and Blenders.”
Spy+ is rooted in Southern California action sports culture and known for the patented Happy Lens technology — a therapeutic, color-enhancing lens that boosts mood and alertness. Safilo said it expects Spy+ to “further bolster Safilo’s presence in the sport/outdoor channels, thanks to its strong complementarity with Smith. The brand enjoys solid credibility among athletes and consumers, as well as a well-developed presence in the direct‑to‑consumer channel.”
Safilo added that Serengeti sunglasses, known for driving and outdoor activities, “will represent a key asset for Safilo in the high‑end eyewear segment, standing out for the excellence of its mineral lenses and a strong American heritage. These elements support a distinctive and premium positioning at the intersection of luxury, innovation and performance.”
Completion of the proposed transaction is subject to consultation with the competent bodies and customary closing conditions.
Along with in-house brands Carrera, Polaroid, Smith, Blenders, Privé Revaux and Seventh Street, Safoli has an extensive roster of licensed brands, including Carolina Herrera, Etro, Isabel Marant, Juicy Couture, and Kate Spade New York.
Bollé Brands, including the Bollé, Cébé and Serengeti brands at the time, was spun off from Vista Outdoor Inc. to a European private-equity fund in 2018 and acquired Spy Optic the following year. Cébé was sold in 2022. Post-acquisition, Bollé Brands will continue to operate the Bollé sunglasses, ski and bike helmets and ski goggles brand.
Image courtesy Spy Optic
