Victoria Beckham teams up with eyewear producer Marchon to grow category
Starting virtually with the brand’s inception in 2008, Victoria Beckham has launched a series of sunglasses and opticals collections. The British womenswear label, as part of the expansion plan driven by NEO Investment Partners, which became a shareholder in 2017, now wants to push this product category further, and has chosen to do so by licensing out to a specialist in the industry.
On November 20, Victoria Beckham and Marchon Eyewear Inc announced the signing of an exclusive, long-term licence agreement for the development of the label’s sunglasses and opticals. The new partnership’s first collection will be launched for the Autumn 2019 season and will target selective high-end retailers on a relatively large scale, including department stores, specialist eyewear stores and high-end opticians. The range will also be available at Victoria Beckham stores and retail corners, and in the label's e-shop.
Until now, the product category was managed internally by Victoria Beckham, even though a production partnership was formerly in place with another eyewear specialist, Cutler & Gross.
“This new partnership with Marchon comes at an exciting time for the business, as we work towards reaching our global potential and expanding the brand following a series of strategic partnerships and appointments since our new shareholders NEO Investment Partners joined the business at the end of last year. Eyewear is synonymous with our founder and this license will allow us to scale our presence in the eyewear retail market and capitalize on Marchon’s technical innovation, expertise in product development and global distribution network," stated Paolo Riva, the CEO of Victoria Beckham, who was appointed last June.
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