L Brands licenses Victoria’s Secret, Pink eyewear to Marcolin
today Dec 18, 2018
US fashion group L Brands is stepping into the world of eyewear with Marcolin, the Italian eyewear manufacturer, with which L Brands has signed an exclusive international licence agreement for the production of Victoria’s Secret and Pink eyeglasses and sunglasses. The partnership is set to run until 2023, and new products will be added to the range every two to three months, in line with current market trends.
The collections are available on the Victoria’s Secret website and stores, where special fitting areas are installed, and also on the two labels’ Instagram accounts. The plan is for the lines to be available at opticians worldwide in 2019.
"We're thrilled to unveil our first-ever exclusive licensing partnership. This extension of the brand with Marcolin Group emphasises the power of Victoria's Secret and our commitment to delivering a feminine fashion line for every moment,” said Les Wexner, L Brands' President and CEO.
The distribution strategy will be based on rapid response and digital tools, with flash collections presented at specific times of the year, available for purchase both in-store and online.
The public was treated to a sneak preview of the new collaboration on November 8, at the latest catwalk show staged by the US lingerie label, when the models sported Victoria’s Secret and Pink eyewear designed and produced by Marcolin.
The licence deal with Marcolin comes at a critical time for L Brands. The group operates 3,115 directly owned stores in the USA, Canada, the UK and China, and 800 franchised stores worldwide. However, L Brands has announced the closing down of the Henri Bendel women’s accessories chain, and recently agreed a sale of lingerie label La Senza, with the goal of concentrating on the group’s leading brands, like Bath & Body Works and Victoria’s Secret.
The licence agreement with L Brands is a new feather in Marcolin’s cap, adding to a portfolio which already features top international luxury names like Tom Ford, Moncler, Ermenegildo Zegna and Roberto Cavalli. The eyewear group is based in Longarone, Italy, and in 2017 it recorded a revenue of over €469 million.
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