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Safilo and Hugo Boss Announce the Early Renewal of Their Global Licensing Agreement Until 2030




(PRESS RELEASE) PADUA – Safilo Group – one of the eyewear industry’s key players in the design,  manufacturing, and distribution of prescription frames, sunglasses, outdoor eyewear, goggles, and helmets – and HUGO BOSS – a leading global fashion and lifestyle company in the premium segment – announce the early renewal of their global licensing agreement for the BOSS and HUGO eyewear collections, until  December 2030. 

Safilo has constantly supported the growth of BOSS and HUGO in the eyewear category with high standards of quality, cutting-edge design, a distinctive selling proposition and a robust distribution network  spanning all regions. Both brands represent a point of reference in the eyewear landscape, catering to a  diverse consumer base that recognizes the undisputed uniqueness of the eyewear collections. 

“We are delighted to early renew our partnership with HUGO BOSS, a highly valued partner for Safilo,  and representing an exceptional asset in our portfolio. I am glad that in just a few years we will celebrate  the 20th anniversary of our partnership which began back in 2006″ says Angelo Trocchia, CEO of Safilo  Group. “The remarkable rebranding of BOSS and HUGO in the last two years, fully embraced and executed  by Safilo in the eyewear collections, paves the way for a bright and successful future of the brands in all  our markets and distribution channels.” 

“Our CLAIM 5 growth strategy is broad-based. We want to grow across all regions, touchpoints, and  brands, as well as in all product areas. Safilo perfectly supports our growth in the eyewear segment and is  a key player in the industry with high quality standards and a strong distribution network worldwide. We  are excited to continue the successful and long-term partnership with Safilo and are convinced that we have  the right partner at our side to leverage the full potential of BOSS and HUGO in the global eyewear  business,” says Daniel Grieder, CEO of HUGO BOSS AG.

The joint strategy is to continue to gain market share with BOSS eyewear through a unique and compelling product offer thanks to the development of iconic styles that are immediately recognizable to the consumer.

HUGO, which accounts for a considerable share of HUGO BOSS ́s eyewear business, will also continue to expand its presence within the Gen Z target group, supported by a distinctive product proposition and a consistent go-to-market approach.



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