 |
Rodenstock, Germany’s leading manufacturer of ophthalmic lenses and spectacle frames, has set out its travel retail ambitions as it seeks to forge further partnerships with leading operators in the sector.
The name Rodenstock is synonymous with spectacles in Germany, according to the firm. More than 135 years of experience have made the Munich-based firm into one of the most important manufacturers of high-tech lenses and frames.
“Rodenstock and its consumer brands [Rodenstock, Porsche Design, Alfred Dunhill, Mercedes-Benz Style and Baldessarini] meet all the conditions for a smooth and profitable co-operation in travel retail, e.g. for the highly frequented store areas in the duty free sector,” the company said.
“Rodenstock goes beyond just selling eyewear products but develops and implements brand environments to cultivate emotions and the consumer’s desire,” it added.
Tradition meets innovation
Rodenstock describes itself as the only brand to supply “spectacles from a single source” as a complete provider. The company offers what it calls a comprehensive “System of Better Vision” that provides everything spectacles wearers need. This includes a frame to match the wearer’s type, continues with a variety of lenses, support for consulting, refraction, ordering and sales up to the after-sales service.
Rodenstock eyewear is characterised by high-quality lenses, functionality, premium materials and design expertise. In addition, particularly thin and light lenses are said to guarantee wearing comfort. The company also seeks to combine the handcrafted nature of the spectacles with a balanced design.
Rodenstock’s main distribution channel – the premium optical retail trade worldwide – is looked after with 80 own subsidiaries and distributors. Furthermore, it maintains production sites at 14 locations in 12 countries.
 |  |
Left: Alfred Dunhill display tower (case study Autumn/Winter 2011/Spring/Summer 2012); Right: Mercedes-Benz eyewear terminal (case study 2012) | |
Powerful brands with international appeal
Apart from its eponymous own brand, Rodenstock designs and manufactures sunglasses, corrective glasses as well as reading spectacles in close co-operation with the licensors for the premium luxury brands Porsche Design, Alfred Dunhill, Mercedes-Benz Style and Baldessarini.
“All eyewear brands from the house of Rodenstock perform very well from an international perspective,” the company noted. “In particular, the regions of Asia, Middle East, Eastern Europe and Russia show excellent growth. The products fit the various requirements of customers around the globe. For instance, Rodenstock develops, produces and distributes international as well Asian collections to satisfy very diverse consumer needs.”
From a business perspective, over 135 years of expertise in the optical trade has helped refine the processes of supply chain management, marketing, merchandising, training and customer service. Business indicators such as stock rotations, net sales and profitability in premium travel retail and non-optical channels of the world underline the success of Rodenstock eyewear brands also in the travel retail sector.
The fast-growing travel retail and duty free business is managed centrally from Rodenstock’s headquarters in Munich. Successful co-operations have been achieved with players in the industry such as Lufthansa, Swiss, KLM, EVA Air, Air China in the inflight sector as well as ground shop retailers such as Kappe and DFS Galleria. In addition, the company has listings with several travel retailers in the Chinese market.
Strategic positioning
“Increasingly, non-optical luxury retailers also in the field of travel retail are starting to focus on selling luxury tech men’s eyewear brands in their retail areas,” Rodenstock observed.
“With the right brands and the right products, Rodenstock is ready to offer these premium products – focusing on values that create emotion and interest of a male target group. The target group’s interest in technical details is leveraged to drive attention and product sell-through with store communication of consumer benefits.
“Rodenstock supports retail partners in many ways, e.g. training of sales staff, special incentives activities, POS and a broad range marketing materials.
“Concerning marketing, Rodenstock creates emotion at the POS and beyond. “˜Brand shops’ spark emotion among consumers. The range goes from dedicated stores, e.g. the Rodenstock Concept Shops, integrating all licensed brands to brand corners and floor counters. Displays work as ‘silent seller’ presenting eyewear products in an appealing way and inform the consumer on top of that.”
Giving an example, a Mercedes-Benz Eyewear terminal presents 12 spectacles with a mirror, enabling the consumer to touch the product instantly and to try on the glasses. Room is also available for catalogues and additional product brochures.
As a 2012 highlight, Rodenstock integrated an iPad application for Mercedes-Benz Eyewear in the terminal. The app explains lens technologies and the product benefits for car drivers, such as polarized lenses, sun contrast and UV and glare protection in any situation. “This is not only an optical gain for car drivers, but a decisive plus in the area of safety,” the company explained.
The app is also available in English, Chinese and German language to ensure local fit.
To expand its activities in the travel retail sector, Rodenstock will present its portfolio during the week of the TFWA World Exhibition in Cannes in the Hotel Majestic in October 2013.
 |
Alfred Dunhill brand room at Rodenstock’s headquarters in Munich (Spring/Summer 2013) |
About Rodenstock
Rodenstock is Germany’s leading manufacturer of ophthalmic lenses and spectacles frames. Founded in 1877, the company is based in Munich and has a worldwide workforce of about 4,200. It is represented in more than 80 countries with sales subsidiaries and distribution partners. Rodenstock maintains production sites at 14 locations in 12 countries.
For details, e-mail the Travel Retail contact at travelretail@rodenstock.com
Visit www.rodenstock.com
