LONDON — Who does the woman famous for her sunglasses trust with a major eyewear license? Marchon.
Victoria Beckham Ltd. and Marchon Eyewear Inc. have inked a long-term, global licensing agreement for eyewear, with the retail rollout starting in the fall of 2019.
Beckham had already been doing eyewear in-house, and Marchon principals said the idea is to build and expand upon the existing business and aesthetic, with optical frames and sunglasses that will retail between $250 and $500.
Nicola Zotta, who is president and chief executive officer of Marchon, said the eyewear company was already starting from a strong base. “The glasses are already doing very well, so this won’t be a revolution. It’s a great start,” he said, describing Beckham’s aesthetic as modern and fresh.
He said that while the Marchon teams were still at work on the new collection, the plan is to expand the distribution of Victoria Beckham optical, and to create special fits for certain markets including the Asian one. He said there were innovations in the pipeline, too, such as lens treatments. The collection is being developed in Italy.
Asked how involved Beckham would be, Zotta called her “the soul of the company,” and said she’d be taking part in every step. He added that he was wowed by the brand’s ability to connect with a younger customer.
The collection will launch with 40 styles, each with about five stockkeeping units. The new line is set to be sold globally in select department stores, specialty stores, and premium sun and optical retailers, as well as in Victoria Beckham retail locations and online at victoriabeckham.com.
“Our organization is immensely proud to be collaborating with Victoria and her team. We believe that the Victoria Beckham brand is on the rise and quickly becoming one of the most influential in the industry,” said Zotta.
Paolo Riva, ceo of Victoria Beckham Ltd., who had previously worked with Marchon executives before joining Victoria Beckham, said the new partnership comes at an exciting time, “as we work towards reaching our global potential and expanding the brand following a series of strategic partnerships and appointments since our new shareholders NEO Investment Partners.
“Eyewear is synonymous with our founder and this license will allow us to scale our presence in the eyewear retail market and capitalize on Marchon’s technical innovation, expertise in product development and global distribution network, while continuing to offer our customers a product that they can feel empowered in, and excited by.”
Marchon, one of the world’s largest high-end eyewear manufacturers and distributors, works with brands including Calvin Klein, Chloé, Diane von Furstenberg, Etro, Karl Lagerfeld, Marni and Nike.