PARIS — German sportswear firm Puma will now partner with Kering Eyewear, a division of its majority shareholder Kering, to produce its optical frames and sunglasses.
The brand’s licensing agreement with current eyewear partner Charmant will terminate in January 2016, when the new partnership takes full effect.
“A new phase in the world of eyewear is beginning for us,” stated Puma chief executive officer Bjørn Gulden.
“I would like to thank Charmant for the good cooperation in the last 12 years. They have not only created a solid foundation for our eyewear business, but also significantly expanded it and established Puma Eyewear as a successful brand.”
A first collection designed by Kering Eyewear, dubbed “Collezione Uno,” is being unveiled to the trade this month, the titles of the groups reflecting three main segments — Performance, Active and Sportstyle.
The collection also includes eyewear specially designed for running and golf, in line with the brand’s new sports positioning.