REEBOK, LANTIS EYE TO EYE

Byline: Wendy Hessen

NEW YORK--Footwear and activewear giant Reebok International has licensed Lantis Eyewear Corp. to design, produce and distribute sunglasses, protective eyewear and optical frames carrying the Reebok name.
Lantis Eyewear is the new name for what was formerly known as the Lantis Corp. The name was changed to strengthen the firm's image as a diversified eyewear maker.
The firm's sales are expected to grow 35 percent this year and surpass $100 million worldwide, and Lou Moellentine, president and chief executive officer, said the new name helps position the firm for growth. Among the key areas of growth are sport frames and lenses, which will be run from a newly formed sport division. The Reebok products will be part of that division.
The first Reebok collection will include roughly 45 sku's of high-quality frames and performance lenses, which will retail from $75 to $150. The line will be launched in February at the Supershow in Atlanta, and will make its debut in stores in March.
The prices represent a shift to higher-quality products more suitable for the line's distribution channels, which will include sporting goods retailers and optical, specialty and department stores. The Reebok eyewear license was previously with Renaissance Eyewear, which focused more on opening-price merchandise. That agreement formerly ends on Aug. 31. Moellentine declined to project first-year sales for the Reebok line.
Lantis Eyewear products range from in-house brands to licensed collections and distribution contracts. The Solargenics line distributed in department and specialty stores, and Family Optics, a line geared for the mass market, are proprietary brands. The firm also produces licensed sunglasses and optical collections for Donna Karan, DKNY, Jones New York and Joseph Abboud. It is the U.S. department store distributor for Ray-Ban eyewear.

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