LVMH buys eyewear model Barton Perreira

LVMH buys eyewear model Barton Perreira


Barton Perreira sun shades are on show throughout the “A Good Time At Goodman’s” occasion held at Goodman’s Males’s Retailer in New York Metropolis.

Astrid Stoyaars | Getty Photos

LVMH has determined to purchase luxurious eyewear model Barton Perreira, well-known for making James Bond shades, because it seeks to enter the fast-growing sun shades market.

LVMH’s Thelios eyewear division has agreed to amass Irvine, Calif.-based Barton Perreira for an undisclosed sum. The deal is Thelio’s second main acquisition in two months, after it purchased French Alpine model Vuarnet in September.

Luxurious eyewear, which incorporates sun shades and optical glasses, is rising quickly world wide. Luxurious homes see eyewear as a lower-priced entry level for his or her manufacturers for youthful customers, and now manufacture a variety of trendy, higher-quality frames. Analysts say sun shades are gaining popularity in Asia, whereas demand for optical frames is growing as folks spend extra time on their laptop and cellphone screens.

International eyewear gross sales exceeded $107 billion in 2022, based on EssilorLuxottica, and progress is predicted to be within the mid-single digits within the coming years.

“For luxurious houses, eyewear is in lots of instances the primary level of contact with customers,” stated Alessandro Zanardo, CEO of Thelios. “There has additionally been a shift within the significance of this class in the whole home world. A product is not only one thing that’s made in a manufacturing facility, to place a emblem on and promote. It’s one thing that’s really created and bought.” Designed in the home atmosphere. “The standard is absolutely growing, so prospects are creating a sensitivity to what luxurious eyewear is.”

The Barton Perreira deal highlights the rising significance of eyewear for LVMH and the luxurious trade. LVMH launched Thelios in 2017 to provide eyewear for LVMH’s in-house manufacturers, together with Louis Vuitton, Celine, Loewe and Berluti. Whereas Thelios has developed its personal experience in design, manufacturing and distribution, it has determined to amass exterior manufacturers that it could develop additional, beginning with Vuarnet, Zanardo stated.

Barton Pereira has a big following amongst Hollywood stars and collectors of high-end sun shades and frames. Her fashions sometimes retail for $500 or $600, and her limited-edition designs, made in small portions, are particularly fascinating. Daniel Craig wore Barton Pereira “Joe” sun shades in No Time to Die, and Demi Lovato, Sandra Bullock and Ryan Gosling are additionally reported to be followers.

Barton Pereira was an ideal match for LVMH due to its dedication to high quality, Zanardo stated.

“Barton Pereira has a really robust founding precept, which is design and high quality with out compromise,” he stated.

Since Barton Pereira solely has a couple of shops in the USA, LVMH can use its world attain to take the model abroad, with higher distribution in Europe and Asia, Zanardo stated.

Barton Perreira was based in 2007 by Invoice Barton and Patty Perreira, who left Oliver Peoples when it was acquired by Oakley. The founders will stay on the firm after the acquisition and “be sure the DNA of the model stays intact,” Zanardo stated.

The LVMH acquisition exhibits that regardless of the worldwide slowdown within the luxurious enterprise, the corporate is pursuing acquisition targets that swimsuit its long-term ambitions. LVMH’s inventory worth has fallen 20% over the previous six months as its progress has slowed, significantly within the US wine and spirits market. LVMH executives usually say recessions present a chance to realize market share and make acquisitions, as rivals lower spending and valuations develop into extra engaging.

For now, Thelios stated it is going to focus extra on integrating Vuarnet, Barton Perreira and a just lately acquired manufacturing facility in Italy, slightly than making extra offers.

LVMH has determined to purchase luxurious eyewear model Barton Perreira, well-known for making James Bond shades, because it seeks to enter the fast-growing sun shades market.

“This yr has been very intense for us,” Zanardo stated. “I imagine that is the proper second for us to concentrate on what we’ve added to our group, and hit the street collectively.”

    (Tags for translation)LVMH Moet Hennessy Louis Vuitton SE

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