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Translated by
Nicola Mira
Published
Oct 26, 2016
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Safilo strengthens in northern Europe

Translated by
Nicola Mira
Published
Oct 26, 2016

Safilo’s commercial reorganisation is in full swing. At the start of the summer, the Italian eyewear manufacturer owned by Dutch investment fund Hal set up a sales department for North America and for sport, and has now announced the establishment of a new commercial region in northern Europe. In addition to creating a new organisation, Safilo has also opened a showroom in Stockholm. 


The new Stockholm showroom - Safilo


The new region is called 'Nordic' and comprises the UK, Ireland, Sweden, Finland, Denmark, Norway, the Baltic states and Iceland. The man in charge is Frederic Laffort, who joined the group last year, and "will continue to act as UK General Manager and Global Department Stores channel leader," the group has stated in a press release.
 
The new segmentation is consistent with the approach outlined in Safilo's strategic plan for 2020, according to which "northern Europe is one of the most important markets in Europe," underlined Joanna Onland, CCO for western Europe.

Northern Europe is especially important for the eyewear manufacturer's own brands, among them Polaroid, Carrera and Smith. Safilo has great expectations for them since, as was announced last year, it aims to increase the share of business generated by its own brands to about 40% of the total, compared to 25% in 2014.

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