EssilorLuxottica has announced the integration of Bliz, a sports eyewear brand, snow goggles and helmets, in its sports portfolio, which already includes Oakley and Costa. The brand was previously owned by Future Eyewear, a Swedish-based eyewear company selling and distributing other brands like Dr. Zipe (sports eyewear), Prestige (sunglasses) or Granite Eyewear (sunglasses and reading glasses).
Bliz was already and indirectly part of EssilorLuxottica as Future Eyewear was acquired in 2019 by FGX International, the Italian-French group’s company specializing in non-prescription glasses. The company said that the reorganization was decided to better develop the potential of the Bliz brand, in particular by enhancing its “sports DNA.”
Founded in 2007, Bliz is targets young and active customers in several sports, including running, cycling, golf, fishing and skiing, and is known for its collaboration with world-class athletes, according to Essilux. Most sunglasses and goggles retail between €80 and €130 on the brand’s website.
Essilux said that Bliz was one of the fastest-growing sports brands in the European market and that it would focus on the brand’s distribution in the sports channel in the launch year and its international expansion through the group’s network. Bliz’s product line largely overlaps that of Oakley but at a lower price point, enabling EssilorLuxottica to expand its offering for sports enthusiasts.
The other Future Eyewear brands (Prestige, Minibrilla and Granite) will fall under the FGX company and continue to be distributed from the Swedish offices. No information was disclosed about the future of the Dr. Zipe brand, which also develops sunglasses, goggles and helmets, however, in a lower price range than Bliz, with sunglasses retailing for as low as €29.99 online.
