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Safilo Reinforces Presence in Northern Europe, Opens New Showroom in Stockholm




The company created a new business region.

(Press Release) Italian eyewear company Safilo Group has created of a new business region combining the United Kingdom and Ireland with the Nordic countries of Sweden, Finland, Denmark, Norway the Baltics and Iceland.

The new Northern Region will be led by Fréderic Laffort, adding to his responsibility as Safilo UK country manager and global departments store channel leader.

“North becomes one of Safilo’s most important markets in Western Europe, enabling us to lead here with strong tailor-made and impactful customer and consumer plans, and drive market share growth,” said Joanna Onland, recently appointed chief commercial officer for Western Europe and global key accounts and member of the group’s executive committee. “Our special focus goes to Polaroid, Carrera and Smith. Polaroid in particular has historically seen Nordic as a global leadership market, and today takes further steps forward in product design, quality, and impactful communication programs, while preserving its core proposition as the trusted original inventor of polarisation and democratic expression.”

The company also announced that it has opened a new Stockholm showroom, one of the more than 20 worldwide showrooms. Showrooms have also been opened recently in London, Zurich, Hong Kong, Dubai and Mexico City.

During the past weeks, Safilo has announced further developments in its brand portfolio. Following the renewal of Jimmy Choo earlier this year, the global license agreement with Max Mara Group was renewed in advance to 2023. A new license agreement was signed with Moschino and Love Moschino from 2018 to 2025. Safilo Group also announced the acquisition of the full interest in Lenti, its fourth plant in Italy in addition to Ormoz/Slovenia, Suzhou/China and Clearfield-Utah/USA.



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