Marcolin Group has partnered with American fashion retailer L Brands, whose flagship brands include Victoria’s Secret and Pink, in a new worldwide eyewear licensing agreement.
The agreement will be valid until the end of 2023 and global distribution of the sunglasses will begin next year. Styles from the first collection were worn by Victoria’s Secret ‘angels’ (supermodels) at the brand’s fashion show last month.
According to Marcolin, the eyewear will launch as flash collections, with new product waves every two to three months. The styles will be available for purchase on the Victoria’s Secret website and boutiques will showcase the range along with merchandising concepts specific to eyewear.
The product will also be available for purchase through Victoria’s Secret and Pink’s Instagram profiles.
Marcolin Group said the alliance offers the eyewear world a new digital business model as the company forges towards growth “in the face of a soft market”.
“Time-to-market and omnichannel are keywords when it comes to competing in today’s rapidly evolving marketplace. That is why Marcolin Group and L Brands have decided to establish an approach to the eyewear industry that is fast-responding and digitally-oriented, ” the company said.
“The strategic value of this partnership is defined by the development of a business model capable of quickly responding to digital transformation, and the ability to capture the needs of increasingly demanding and connected consumers.”
The Victoria’s Secret and Pink range features stones, stripes and gold colouring. Cat-eye frames with lengthened profiles and technical styles are featured.
L Brands Chairman and CEO Les Wexner said: “We’re thrilled to unveil our first exclusive licensing partnership. This extension of the brand with Marcolin Group speaks to the power of Victoria’s Secret and our commitment to delivering fashion for every moment.”
Marcolin Group CEO Massimo Renon added: “Marcolin Group has always had an innovative approach to the world of eyewear and by forming an alliance with L Brands our group leads a vision that is up-to-date, contemporary, and keen to meet the needs of new consumers in a fast-moving and rapidly developing market.
“Marcolin Group yet again confirms its clear and simple strategy to be a global player with a brand portfolio made up of high-level international brands, which are versatile, eager to innovate and complementary to one another.”
