In the same week in which the company announced that the current license agreement with Armani will not be renewed, Safilo surprises with the news that it will take over Polaroid Eyewear from Stylemark. For this transaction Safilo pays approximately 1,25 times the yearly turnover of Polaroid Eyewear which this year promises to total a record of about 63 million dollar. The transaction strengthens Safilo’s own brands portfolio and marks the strategy of the Italian manufacturer with the Dutch mother company and a Dutch CEO. The company sees future in the further increase of sales of its own brands and doesn’t want to count on licensed brands only. A strategy similar to that of the main competitor Luxottica where the own brands Ray-Ban and Oakley drive the wholesale business.
