The company will preview new collections.

(Press Release) Safilo USA is embarking on a Safilo Buying Days live selling initiative in 2017.

The schedule includes 15 events across the U.S. in 2017 to showcase the group’s brand portfolio.

The first selling event was held in Los Angeles at the Beverly Hills Hotel (Jan. 31-Feb. 2). It was followed by Huntington Beach, CA, (Feb. 15-16) at the Paséa Hotel & Spa.

Next is San Francisco (Feb. 21-23) at the W Hotel followed by Phoenix (March 21-22).

Additional cities to host Safilo Buying Days include Dallas (April), Atlanta (April), Chicago (May), Philadelphia/Baltimore/Washington, DC, (May), Boston (June), San Francisco/San Jose (July), Los Angeles (July), Orange County, CA, (August), San Antonio/Austin (September), Houston (October) and Orlando/ Tampa/Jacksonville (October).

Safilo will be previewing its newest international collections at these events. Customers can pre-order in advance of seeing sales samples.

April product releases will be previewed over the next couple months followed by the August 2017 collections. The company will additionally be offering a wide assortment of Asian fit styles in select markets such as Los Angeles, San Francisco and New York City.

The product range shown will encompass all market segments, including atelier, luxury, fashion bridge, active sport and lifestyle brands with Safilo’s core owned brands taking center stage: Polaroid, Carrera, Smith and Oxydo (part of the company’s new atelier segment). New releases for Safilo Elasta and Emozioni, relaunching this spring, along with launch collections for Havaianas and Elie Saab (atelier collection) will also be showcased amongst Safilo’s wide range of licensed brands.

The Safilo Buying Days events will also serve as a chance to educate customers about new products, trends, point of purchase displays, brand marketing plans, trade marketing assets, PR activations, editorial coverage and celebrity seeding activities.

Henri Blomqvist, CEO of Safilo North America, said, "In 2017, we are establishing these Safilo Regional Buying Days events across the U.S. which are aimed at offering unprecedented access to our entire Safilo portfolio. This is something we’ve never done before. All Safilo accounts are welcome, as are ECPs who might not be current accounts but would like a special opportunity to see the full scope of our product creation and capabilities."

Blomqvist added, “This is a tremendous opportunity for Safilo to take its show on the road for customers unable to make it to our New York or Miami showrooms and to be able to immerse ourselves in the needs of the regional markets and engage one-on-one with our customers in a personalized setting that showcases everything that Safilo has to offer.”

He also said, “By hosting these local market events, we hope to become the preferred eyecare provider and the trusted partner of choice for ECPs and retailers across the country.”

The Safilo Buying Days will complement the company’s presence at Vision Expo East and its participation in additional shows and customer group events and meetings throughout the year.

Eyecare professionals who are interested in attending the Safilo Buying Days are encouraged to contact one of their Safilo sales reps for dates and details for their market or call Safilo USA customer service at (800) 631-1188 to be put in touch with a local sales rep, if not a current customer.

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