Safilo, HUGO BOSS Ink Early Renewal of Global Licensing Agreement

Safilo Group, designer, manufacturer and distributor of prescription frames, sunglasses, outdoor eyewear, goggles and helmets, and HUGO BOSS, a global fashion and lifestyle company, have announced the early renewal of their global licensing agreement for the BOSS and HUGO eyewear collections, until December 2030. 

Safilo has constantly supported the growth of BOSS and HUGO in the eyewear category with high standards of quality, cutting-edge design, a distinctive selling proposition and a robust distribution network spanning all regions. Both brands represent a point of reference in the eyewear landscape, catering to a diverse consumer base that recognizes the uniqueness of the eyewear collections. 

“We are delighted to early renew our partnership with HUGO BOSS, a highly valued partner for Safilo, and representing an exceptional asset in our portfolio,” says Angelo Trocchia, chief executive officer, Safilo Group. “I am glad that in just a few years we will celebrate the 20th anniversary of our partnership which began back in 2006. The remarkable rebranding of BOSS and HUGO in the last two years, fully embraced and executed by Safilo in the eyewear collections, paves the way for a bright and successful future of the brands in all our markets and distribution channels.” 

“Our CLAIM 5 growth strategy is broad-based,” says Daniel Grieder, chief executive officer, HUGO BOSS AG. “We want to grow across all regions, touchpoints and brands, as well as in all product areas. Safilo perfectly supports our growth in the eyewear segment and is a key player in the industry with high quality standards and a strong distribution network worldwide. We are excited to continue the successful and long-term partnership with Safilo and are convinced that we have the right partner at our side to leverage the full potential of BOSS and HUGO in the global eyewear business.” 

The joint strategy is to continue to gain market share with BOSS eyewear through a unique and compelling product offering, thanks to the development of iconic styles that are recognizable to the consumer. HUGO, which accounts for a considerable share of HUGO BOSS’s eyewear business, will also continue to expand its presence within the Gen Z target group, supported by a distinctive product proposition and a consistent go-to-market approach.