Rebecca Minkoff is adding eyewear category, Safilo scores global license
Italian eyewear company Safilo and millennial brand Rebecca Minkoff have announced a seven year global licensing agreement that will cover the launch of the debut line of Rebecca Minkoff sunglasses and optical frames.
The licensing agreement grants Safilo design, marketing and distribution rights for all Rebecca Minkoff eyewear from now through December 31, 2024.
Luisa Delgado, CEO of Safilo said, “The brand’s unique relevance among tech and fashion forward modern women, and its inspired following of empowered digital born millennials, offers Safilo interesting business growth and learning opportunities."
Rebecca Minkoff is the largest global brand led by a female millennial, a market Safilo is hoping to harness with this new license. Currently Rebecca Minkoff is known for making accessories, handbags and apparel with subtle and edgy accents.
Rebecca Minkoff has a distinctly millennial consumer. The designer herself became a Chandon brand ambassador this spring after designing several bottle labels, an effort aligned with the brand's millennial consumer.
Safilo will now lead the brand into the millennial eyewear market with the new license. Uri Minkoff, co-founder and CEO of Rebecca Minkoff said, "This extension into eyewear is a natural development for a brand like ours, loved for our passion as much as our accessories."
Safilo will distribute Rebecca Minkoff eyewear on the brand's e-commerce site as well as in Rebecca Minkoff stores. It will also be rolled out in department and specialty sunglasses stores, as well as optical stores globally.
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