Safilo Group and leading apparel house Hugo Boss have renewed the licensing agreement for the Boss and Hugo opticals and sunglasses collections until 31 December 2025.
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The renewal “builds on the strength of a trustful and long-lasting business partnership” Safilo Group CEO Angelo Trocchia said.
“The Boss and Hugo collections further reinforce our premium fashion proposition, giving us the opportunity to accelerate this segment’s expansion by offering to our customers two powerful brands with extremely clear and relevant positionings aimed at differing consumer targets and geographies, with products that translate the quality and style of the Boss and Hugo brands,” Angelo continued.
Hugo Boss Chief Brand Officer Ingo Wilts commented: “We are delighted to continue our partnership in the eyewear category with Safilo. Over the years, Safilo has demonstrated that they understand our brand DNA perfectly, translating our values into a product which truly represents us.”
“Safilo has the scale and the capabilities to implement our strategic vision to continually add value to our brands also through product categories such as eyewear, both optical and sun, which continue to gain importance as a fashion accessory especially in the digital world where we can count on our very engaged, digital-savvy global community,” Ingo continued.
The Safilo/Hugo Boss partnership has been supported by global advertising and social media campaigns. The most recent one features British actor Henry Cavill and Brunei-born singer, actor and model Chun Wu as faces of the Boss Eyewear campaign.
(Source: Moodie Davitt Report)