Safilo Group, the parent of Smith Optics, celebrated the official opening of its new Safilo North American headquarters in Secaucus, NJ, replacing the historical Parsippany, NJ location.
The new office will work as one team with the closely located New York Fifth Avenue Global Design Studio and Showroom.
Safilo has been present in the U.S. since 1962, and has today four other U.S. locations – its recently established Pacific Design Studio in Portland, OR, also housing Smith’s Global Brand Management, a Manufacturing site in Salt Lake City, UT for goggles and Rx-Lab, a Distribution Center in Denver, CO for North America, and Safilo’s Miami, FL, showroom and Latin America office. Additionally, Safilo’s Canadian commercial organization is based in Montreal.
“This inauguration marks a milestone in Safilo’s 55 year U.S. history of eyewear product and design leadership through enduring successful partnerships with Eye Care Professionals and retail partners,” said Luisa Delgado, CEO of Safilo Group. “In the context of today’s industry changes, Safilo is taking the leadership role of the Independent Alternative Partner of Trust, who stands for freedom of choice, transparency of terms and supply chain, quality of distribution and customer care, powered by Innovation. We thank our partners for the positive engagement in our renewed commercial proposition and terms, and will proceed with our combination of innovative brand, communication and omnichannel offerings, while continuing to invest in our talent and capabilities in the USA, including the recently established global sales delivery department devoted to the U.S.”
During the event, Safilo will showcase its newest projects and tell the story of its unique heritage and eyewear craftsmanship history via video walls: Polaroid’s new 80th anniversary collection; the new collections of Safilo, Rag & Bone, Moschino, recently previewed exclusively by Madonna on The Tonight Show with Jimmy Fallon, and Love Moschino; a live demo of the newly launched Smith Lowdown Focus, the very first brainwave sensing smart glasses built on the SafiloX eyewear platform; Safilo’s collaboration with Harper’s Bazaar “First in Fashion – First in Eyewear” 150th anniversary celebratory capsule collection; and the futuristic Parsons School eyewear designed by the young talents who won the contest mentored by Safilo’s NYC Global Design Studio.
The event will draw over 200 guests, with Safilo employees and its Board of Directors hosting key customers, including eye care professionals, buying groups and alliances, department stores and chains, Safilo’s American License Partners, members of the Vision Council Industry Association, trade press, industry stakeholders, and guests from the Special Olympics, a Safilo partner since 2003, and the Italian Trade Commission. Safilo is honored to welcome as special guest Francesco Genuardi, Italy’s Consul General in New York.
Safilo’s portfolio encompasses Carrera, Polaroid, Smith, Safilo, Oxydo, Dior, Dior Homme, Fendi, Banana Republic, Bobbi Brown, BOSS, BOSS Orange, Céline, Elie Saab, Fossil, Givenchy, Havaianas, Jack Spade, Jimmy Choo, Juicy Couture, Kate Spade New York, Liz Claiborne, Marc Jacobs, Max Mara, Max&Co., Pierre Cardin, Saks Fifth Avenue, Swatch and Tommy Hilfiger.
