Dior Eyewear to Be Produced by Thélios
The first collection will be unveiled in January 2021.
Thélios confirmed Wednesday that it would manufacture Dior eyewear collections, following Safilo Group’s announcement in July that the French brand’s license would expire at the end of 2020, after 23 years.
The first collection of Dior glasses designed with Thélios will be unveiled in January 2021 with the spring collection and will be available in Dior stores around the world as well as within the manufacturer’s selective distribution network.
The licensing agreement for the Dior and Dior Men collections of sunglasses and optical frames with Safilo will end at its expiry date of Dec. 31, 2020. During the more than two decades of the license, Safilo sold more than 30 million pieces of Dior eyewear and, in the fiscal year 2018, the Dior license accounted for roughly 13 percent of the Italian eyewear company’s total sales.
LVMH Moët Hennessy Louis Vuitton and Marcolin set up Thélios in 2017 through a joint venture, with the former controlling a 51 percent stake.
LVMH took a 10 percent stake in Marcolin, which produces and distributes eyewear collections for brands including Tom Ford, Tod’s, Moncler and Dsquared2, among others.
Manifattura Thélios is already producing eyewear collections for Celine, previously licensed to rival manufacturer Safilo; Loewe, and Fred.
This partnership marks a decisive step for Thélios, whose name evokes two divinities: Theia, Greek goddess of light and sight and the sun god, Helios. Thélios is helmed by chief executive officer Giovanni Zoppas.