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De Rigo Names President for North America




He’ll start the role on Jan. 19.

(Press Release) LONGARONE, ITALY — De Rigo announces the appointment of Alessandro Baronti as president of its North American subsidiary, De Rigo REM. In his new role, Baronti will oversee the entire American team, reporting directly to the Group Board of Directors.INVISION DeRigo President

The decision is aimed at bringing growth, profit and sustainability as well as to further strengthen the group’s position in the industry. As president, Baronti will be instrumental in driving De Rigo’s overall success and competiveness in North America which continues to serve as one of the key markets for growth opportunity internationally. Baronti succeeds Steve Horowitz, who will be moving on to pursue other business opportunities in the industry.

Baronti will begin in his new position on Jan. 19.

“Alessandro brings a vibrant view of the American eyecare market that is certain to invigorate all we do for consumers, practitioners, and our organization,” said De Rigo REM CEO Mike Hundert. “His experience coupled with the wisdom of our veteran staff will create more modern ways to help retailers be successful. Supporting this effort is the unique culture at the heart of our 65-year-old organization. We thank our long-time president, Steve Horowitz, who has been a large part of building that culture, and the reputation it has earned. During this transition, Steve steps into an advisory role to Alessandro, providing institutional knowledge and historical insights.”


Baronti brings over 30 years of optical experience and knowledge to De Rigo REM. Getting his start internationally at Optyl Italia, he began his journey in the U.S. as a sales consultant for Luxottica Wholesale North America, moving through the organization to lead the U.S. sales market as the vice president of sales for the Western region. Most recently, Baronti served as vice president of industry relations and education for Luxottica for the U.S. and Canada, where he was vital in the development and strategic direction of the group’s educational messaging and training focused on business growth and retail value.

“I am honored to have been elected as De Rigo REM’s next president, and I have always been delighted at the prospect of leading a company,” Baronti said. “It is a privilege to be part of a privately owned organization that manufactures and delivers high quality products, with a large portfolio of brands, innovative solutions and has a complete focus of supporting independent optometrists. My role here will be to grow the business, to provide the maximum support to our customer base and to develop our most talented professionals into leaders.”

Horowitz, who has been REM’s president for the past two decades, will take on an advisory role within the company through mid-march to ensure a seamless transition.

“I am very grateful for the journey I have been on with REM over the years, working side by side with the wonderful men and women of the company who have become family,” Horowitz said. “I am thankful for the incredible opportunity I have had to grow the team internally and am proud of the extraordinary results we were able to achieve as the company enters a new chapter of growth and prosperity. With the weaving of the two businesses completed, it creates the right moment for me to take on a different role, helping the next generation of leaders to drive the enterprise forward.”


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