The SILMO Effect

As both an image and business-based exhibition, SILMO 2012, Mondial de l’Optique is firmly focused on the expectations and concerns of exhibitors and visitors. With its win-win strategy, all professionals who attend will enjoy the positive synergy of a leading trade show aimed at an entire profession, a leading trade show that spotlights innovation and discovery.

With its truly federated approach, SILMO brings together almost 900 exhibitors and 1,400 brands over 80,000m2, covering all areas of business in the eyecare and spectacle trade: frames, sunglasses, lenses, contact lenses, instruments and equipment, low vision, machines and components. Exhibitors are positioned in all segments of the market: designers, luxury, specialist brands, fashion licences, sport, children, import brands, etc. The comprehensive and multi-specialist offer appeals to the 35,000 visitors, including 56% internationals, qualified professionals from France, Europe and overseas exports in attendance.

The SILMO trade show is completely open to export and overseas export, and is an unmissable event running from 4 to7 October 2012inParis.

Spy Joins Forces with WestGroupe

Spy has announced a strategic partnership with WestGroupe, appointing the optical powerhouse as the distributor of Spy^® optical and sun products in the independent optical channel throughoutCanada. Since 1994, Southern California-based Spy has been innovating sunglasses and goggles design. The addition of ophthalmic frames opens Spy’s reach to customers who have a passion for the brand and the active lifestyle that goes along with it, and who also need vision correction.

“WestGroupe brings more than 50 years of leadership in the optical channel inCanada,” says Jim Sepanek, Spy vice president of optical. “More important is their shared enthusiasm for the brand, their appreciation of those things that Californians and Canadians like to do in the dirt, snow, water and roadways, and belief that Canadians enjoy great style as much as we do south of the border.”

“Spy brings a fresh attitude and stylistic product sensibility to the Canadian market,” says Michael Suliteanu, president of WestGroupe. “Adding Spy to our brand portfolio provides an opportunity for WestGroupe to meet the needs of a rising segment of the market, 18-to-45-year-old thrill-seekers, who are as stylish as they are active.”

WestGroupe will use its Western division sales force to develop Spy with its vast network of independent eyecare professionals throughoutCanada. The initial launch, slated for April 2012, will include 18 optical styles and 12 sun models. While the majority of the sunglasses will be 6-base lifestyle models, four iconic sport styles will also be included in the assortment.

Alliance and Birth of AIT Canada

DirectLab Network announces an alliance with AIT industries, through which AITCanadahas been created. DirectLab Network, via this new entity, is now the official distributor of all ophthalmic equipment from AIT industries.

For over 50 years, and with over 20 patents and inventions to their name, AIT has earned the recognition of the eyecare industry as a leader in edging technology. By revolutionizing the finishing process, AIT helped fuel explosive growth in the opening of in-office finishing labs with eyecare professionals. As an optical equipment manufacturer and an experienced distributor of ophthalmic equipment, DirectLab Network plans to expand its product range and offer more to its customers and the marketplace. Today, AITCanadaand AIT industries are more than lens finishing equipment suppliers. They now offer automated Instruments, optical tools, automated dispensing equipment and ophthalmic instruments.

DirectLab Network is constantly developing and now has more in its portfolio to meet the ever-changing needs of the optical lens landscape by offering the quality products of AIT industries. Having high-quality products and outstanding customer service as their first priority, DirectLab Network meets AIT’s superior products and services.

NASCAR Champion Kurt Busch Wears TAG Heuer

TAG Heuer Avant-Garde Eyewear entered into a multi-race sponsorship agreement witn NASCAR champion Kurt Busch and Phoenix Racing. TAG Heuer Eyewear was featured as primary sponsor on the nº 51 Chevrolet for theFebruary 18, 2012Budweiser Shootout at Daytona International Speedway, where Kurt Busch was the defending winner.

Additionally, TAG Heuer Avant-Garde Eyewear served as an associate sponsor on the nº 51 Chevrolet during the 54^th running of the Daytona 500 on February 26 and again on March 11 for the Kobalt Tools 400 at Las Vegas Motor Speedway, Busch’s hometown track.

A Marketing Campaign Yield Results

In June 2011, COS launched the Silhouette Joint Business Plan (JBP), a partnership aimed at reinforcing the position of COS and eyecare professionals in the competitive environment of the optical industry. The goal of the 8 week strategic marketing campaign, using a variety of media including radio and the Web, was to drive consumers to participating ECPs. Radio spots, Web banners, promotional emails and search engine optimization converged in a single place: the microsite for the campaign, www.betransparent.ca.

The website offered consumers the opportunity to learn about Silhouette products and promotion details, download a coupon and find a participating optical store with an online store locator. The website recorded nearly 40,000 visits during the campaign, generating over 1,250 downloaded coupons. The company observed a 17% increase in Silhouette rimless frames sales among participating accounts during May-June 2011 as compared to sales during May-June 2010. The results are also explained by the increased motivation of participating retailers. 

« The results were better than expected. Normal Web conversion rates for downloaded coupons are 1% for every product and service combined. During the 8 weeks of JBP, we counted a conversion rate of 3.1%, which represents a success for this convergent campaign. Indeed, this demonstrates COS’ ability to identify and reach the Silhouette target consumer, online and in the rest of the media. » says COS Marketing Director Manuel Magini.

Silhouette andCOS wish to congratulate all  the ECPs nationwide who participated in the JBP. The grand prize, won byOntario’s Ivan Optical, is a week-long trip toAustriavalued at $4000. The trip includes visits to Salzburg,Vienna and the Silhouette factory in Linz.

HOYA Expands Lab Network to Winnipeg

HOYA Vision CareCanadais pleased to announce the opening of a new lab and customer service centre inWinnipeg,Manitoba. Licensed optician David Wolanin has been appointed the role of facility Manager. David brings over 20 years of experience in the optical field and is a well-known member of the Manitoban eyecare professional community.

“Manitobais our fastest growing market, and we have developed a good base from which to further grow. More Canadian eyecare professionals need to have access to HOYA’s excellent technology, intimate customer service approach and value proposition.” said David Pietrobon, president of HOYA Vision CareCanada. “We are committed to expanding our Canadian geographic footprint through direct investment and innovative partner solutions.”

HOYA has recently been awarded exclusive supplier status by the Manitoba Association of Optometrists, Occupational Vision Care Program. The newWinnipeglab will help in assisting this market in addition to serving the local Hoya partners. The new facility marks the continuing geographic expansion of HOYA inWestern Canadacomplimenting the existing facilities inBritish ColumbiaandAlbertaalong with facilities inOntarioandQuebec.

Launching of Mikli Canada

Alain Mikli International and Marca Eyewear Group are proud to announce the newly formed Mikli Canadaventure. “Alain Mikli chose Marca Eyewear Group because of our experience in handling extremely high-end eyewear lines and providing the level of service that reflects the brands,” says Marca Eyewear Group President Fernando Silva.

Mikli’s lines feature not only unique colours and shapes, they are a favourite among European celebrities and avant-garde individuals. The world-renowned French designer has revolutionized frame design by creating eyewear models that are fashion accessories to be seen in as well as visual aids. Mikli has used his 30 years of expertise to create urban style with uncompromising quality by using the finest materials, handcrafted inFranceand distributed worldwide.

MikliCanadawill carry both the ophthalmic and sunglass lines Alain Mikli, Mikli by Mikli and Phillip Stark, comprised of men’s, women’s and unisex models.

Bilingual Canadian customer service is available for all questions and inquiries at the toll free number:1 855 MikliCa (645-5422).

Sàfilo Group to Acquire Polaroid Eyewear

Sàfilo Group has signed an agreement with StyleMark for the acquisition of the Polaroid Eyewear business, a global eyewear manufacturer and distributor with a strong and recognizable market positioning. The completion of this USD 87.5 million (maximum €65 million) transaction, subject to certain conditions, is expected to occur during the first quarter of 2012.

Sàfilo Group and Multibrands Italy B.V, controlled by HAL Holding N.V., have signed an agreement and an investment whereby Multibrands Italy B.V. will provide a loan to Sàfilo Group, in the days immediately preceding the completion of the acquisition, for an amount of approximately €44 million. The residual portion of the purchase price for the acquisition transaction, approximately equal to a maximum of €21 million, will be financed by Sàfilo, through already available cash and/or credit facilities.

The acquisition of the Polaroid Eyewear business is consistent with Sàfilo Group’s strategy of building a strong portfolio of Sàfilo own brands, in order to complement its well performing licensed brand portfolio.

The inclusion of the Polaroid Eyewear business in the portfolio owned by Sàfilo will contribute to realizing the full potential of Sàfilo across markets, categories and channels by completing the offering in a market segment with a high growth potential, especially in markets outside Europe, where Polaroid is currently underrepresented and where the distribution network of the group will allow a prompt expansion.

“We are extremely happy to announce that a historical yet contemporary brand like Polaroid is becoming part of the new Sàfilo, bringing along its reputation of leader in the manufacturing of high quality polarizing lenses and the distribution of world class polarized sunglasses around the world,” commented Sàfilo Group CEO Roberto Vedovotto.

The Newest in Nose Pad Design

20/20 Accessory Source introduces the newest in nose pad design. Protekt™ Ultra nose pads feature an innovative hollow shape, which prevents impressions on the skin and makes the pads exceptionally comfortable, anti-aging and antibacterial. The unique material, combined with the pad’s unique shape makes it a great alternative for your problem patients.

Comfort comes first on the basis of new pad ergonomics with five years of research. The hollow design of the nose pads decreases the moisture on the nose caused by sweat that is typically associated with traditional full-surface pads and helps to prevent skin allergies and acne, making them great for people with sensitive skin. Made from Thermoplastic Polyurethane (TPU), the raw materials used in the production of the Protekt Ultra nose pads are imported fromGermany.

Available in a Figure-8 and standard symmetrical shape, the nose pad’s frosted surface, together with its premium cushion design, prevents glasses from slipping on the nose as well as allows for greater ease in breathing for the wearer. TPU is a material which is easy to clean. Combined with the pad’s limited surface contact with the skin, the nose pads significantly decrease oil and bacterial build-up.

An IrREYsistible website

If the J.F. Rey brand name from Marseille is frequently awarded at the most prestigious international trade fairs for its creative designs, it is definitely because of its active marketing.

The new website www.jfrey.fr won the Best French website prize by the 2011 Communication Trophies, considered to be the standard in awards by members of the profession. The selection committee, spread throughoutFrance, select websites, advertising and public relations campaigns based on originality, quality and innovative spirit.

This award recognizes the quality work of the designer’s marketing and communications team. 

Besides a large public forum and an area reserved for media partners, www.jfrey.fr equally integrates – and therein lies the originality – a professional space exclusively for sales outlets worldwide, providing access to a broad assortment of tools and sales aids.