FGX International named Scott Sorensen as director of its Quantum Lifestyle/Sun Brands division, where he will be responsible for the Anarchy, Angel and Gargoyles fashion and action sports brands, as well as several of FGXIs licenses.
Sorensen spent the past 13 years as the director of marketing and branding for Dragon Optical. He was an integral part of the brands development, and was responsible for the effective brand positioning and marketing strategies that built the lines brand equity.
“The true attraction was the potential,” says Sorensen. “I met with the people that ran the business and I really felt a connection. They completely understood what the business needed and were determined and committed to make it happen. What it really broke down to was [the fact that] I love building brands and brand equity, and it was a perfect fit for me.”
Sorensen sees potential for the brands as each focuses on a slightly different demographic. He notes that Body Gloves low price point but well-known name will drive that brands sales, while Anarchy and Angel both provide good product at easier price points to the young mens and juniors categories. However, he feels that Gargoyles has the biggest potential for the company.
“The big one really is going to be Gargoyles,” remarks Sorensen. “This is our premium eyewear line that has a tremendous heritage in performance and technology. We have recently re-launched the brand with the help of NASCAR champion Jimmie Johnson, and [Discovery Channels] “Deadliest Catch” captain, Sig Hansen. Gargoyles is our high-end line with the highest-quality frame materials and trademark lenses available.”
