Bliz Eyewear, a Swedish sports eyewear brand, has been part of the EssilorLuxottica Group since January 2024. At ISPO Munich 2024, the label introduced its new look, part of a comprehensive rebranding.
According to EssilorLuxottica, the Swedish brand Bliz Eyewear is one of the fastest-growing sports brands in the European market, with numerous successes in cross-country skiing and the sponsorship of several Olympic gold medalists. A specialist in sports eyewear, ski goggles and helmets, the brand was acquired by the EssilorLuxottica Group in January 2024, joining Essilor’s sports portfolio and adding a new entry-level price point. This portfolio also includes the sports eyewear brands Oakley and Costa.
But Bliz has actually been part of the EssilorLuxottica Group for much longer. Founded in 2007, it was indirectly incorporated into the group in 2019, when FGX International, a subsidiary of EssilorLuxottica’s, acquired Bliz’s Swedish owner, Future Eyewear.
We’ve asked Global Brand Manager Alexander Svensson how the success story is progressing and what the company plans for the future.
Bliz and the reason for rebranding
SGI Europe: You’ve given your brand Bliz a new look. Why?
Alexander Svensson: The Bliz brand has been around since 2007, and there haven’t been any major changes to it since then. It was simply time to do something new, to sharpen the design and the product range a bit and bring it into a more modern look – to show this new look and get direct feedback, not only from retailers but also from athletes and other people who live what we do. That’s why we’re at ISPO.
What exactly has changed?
Our brand stands for Scandinavian heritage, minimalist design and affordable quality. We’ve tried to make these principles visible in the look, with a new logo, a new product range and a minimalist design. Our online shop will also be adapted to the new design in 2025. Of course, we still value functionality, such as contrast enhancement and adjustable nose pads and temples. These features have always been there and will continue to be available with Essilor.
Svensson: ”Color has always been an important part of our design language”
What role do colors play in your designs? The range is very colorful.
Color has always been an important part of our design language. And our customers love color – both genders, by the way. We’re very proud of the fact that we’re about 50/50 in terms of gender, which is rather unusual for sports brands. Color is an important part of our success, so color will continue to be an important theme in our collections.
Are there any new additions to the collection?
The helmet line is new. Of course, we’ve had helmets before, but we’ve completely redesigned them. We’ll be adding more categories in the coming seasons. Stay tuned!
What’s changed for Bliz since the takeover by Essilor?
Since joining EssilorLuxottica, Bliz has gained access to the resources and advantages of a global organization. This includes a wide-reaching sales network, positioning us as a stronger player on the global stage, and the operational excellence to enhance both service and delivery. The support from internal systems and expertise has given us the power to take the brand forward, ensuring we meet the demands of both current and future markets.
Bliz distribution strategy at Essilor
What is your distribution strategy now that Essilor has taken over?
The great advantage of Essilor is the opportunities that such a group can offer us. With the acquisition, we had global distribution virtually overnight. Our current focus is on EMEA, and in 2025 we plan to add Latin America and North America as new foreign markets.
With Essilor behind you, could there be monobrand stores?
As far as retail is concerned, we’re not planning to open our own monobrand stores. After all, Essilor has around 20,000 stores, including its own optical chains. But our goal is not to be sold everywhere. Our focus is clearly on sports retail.
What are the most important markets for Bliz?
The Nordic countries are the biggest market. But the DACH region [Germany, Austria, Switzerland] has the strongest organic growth, especially Austria and Switzerland. But Germany and France are growing strong, too.
Trends in the eyewear market
What are the trends in the eyewear market?
We see that sports sunglasses are becoming more of a lifestyle accessory and not just used for sports. We’ve seen this trend for a long time in the Nordic countries, but now we notice more and more sports sunglasses being worn in the rest of Europe. Colors are also a clear trend. Of course, basic colors like black and white are important, but we’re also picking up on seasonal or longer-term trends, like pastels right now.
What are the plans for the next five years?
Over the next five years, we aim to expand our assortment while continuing to heighten the quality and functionality of our products. Our vision is to establish Bliz as a global leader in the eyewear industry within our price category, delivering accessible, high-performance products for active individuals worldwide. This journey is grounded in our commitment to Scandinavian design and innovation, ensuring we stay true to our DNA while embracing new opportunities for growth.
Overview of EssilorLuxottica Group
EssilorLuxottica Group owns many eyewear brands, including Ray-Ban, Oakley, Persol, Oliver Peoples, Vogue Eyewear, Arnette, Alain Mikli, Costa, Native Eyewear, Bolon and Bliz. Also part of the EssilorLuxottica family are several prestigious licensed brands, including Giorgio Armani, Brunello Cucinelli, Burberry, Chanel, Coach, Dolce&Gabbana, Ferrari, Jimmy Choo, Michael Kors, Moncler, Prada, Ralph Lauren, Starck Biotech Paris, Swarovski, Tiffany & Co., Tory Burch and Versace.
The company has a widespread brick-and-mortar retail network, with banners such as LensCrafters, Target Optical and Pearle Vision in North America; Apollo, Vision Express, Pearle, Générale d’Optique, Atasun Optik, Salmoiraghi & Viganò, Synoptik and David Clulow in EMEA; OPSM, Mujosh and Laubman & Pank in Asia-Pacific; and MasVisión, GMO and Óticas Carol in Latin America; as well as global banners such as Sunglass Hut, Ray-Ban and Oakley.
The Group announced consolidated revenues of €6.437 billion for the third quarter of 2024, an increase of 4.0 percent at constant exchange rates from the third quarter of 2023 (+2.3% at actual exchange rates).
