The firm is "taking an innovative step."

Austrian designer Silhouette has announced the launch of its first line of optical lenses.

The launch marks the start of the Silhouette Vision Sensation initiative to provide frames and lenses from a single source. The lenses will be designed and manufactured in the company’s newly built Lens Lab in Linz, Austria.

Silhouette stated in a press release that it "will now be able to eliminate the issues its retail partners have often experienced in the past when dealing with two separate suppliers and can lend improved support to its partners and opticians."

"Ordering will take less time and it will mean just one point of contact for both lens and frame, helping to reduce handling costs, removing the breakage risk by fitting the lenses in the Silhouette workshop and providing a simplified consultation and ordering process," according to the release.

Jan Rosenberg, CEO of Silhouette, said, "It's always been standard in our industry that the lens supplier doesn't know the design parameters of the frame and the frame supplier doesn't know the parameters of the lens supplier. We are now taking an innovative step by bringing two previously separate areas together."

Silhouette’s Lens Lab produces single-vision and progressive lenses for rimless and full-rimmed spectacles under its own name – Silhouette Panorama. The Silhouette Vision Sensation starting range will initially include transparent optical lenses and lightly tinted versions in five different colours, each available in three variants. These will be available in 10 percent or 20 percent tint or with a color progression.

The new service will be supported by the Silhouette Vision Sensation app.

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