Design Eyewear Group
A Bold New Chapter:
MENRAD and licensing acquisitions signal major expansion
Sometimes the best opportunities emerge from turbulent times. While the eyewear world has followed the story of MENRAD’s insolvency with concern, Design Eyewear Group is writing an entirely new chapter, not only for MENRAD eyewear itself, but also for several of its prestigious licensed eyewear collections.
Starting June 10, Design Eyewear Group will officially take over proprietary ownership of the MENRAD eyewear brand, along with securing new licensed eyewear collections for Jaguar, JOOP!, and Morgan. The move instantly expands the group’s international portfolio and signals a clear ambition to broaden both creative scope and market reach.
A Strategic Move With Global Impact
According to CEO Lars Flyvholm, the acquisition fits perfectly with Design Eyewear Group’s long-term vision.
“This portfolio expansion reinforces our strategy: to offer a diverse, high-quality selection of eyewear brands that resonate globally and reflect individual expression,”
Indeed, this is far more than a simple portfolio expansion. By acquiring MENRAD eyewear’s full design rights and technical assets and entering the world of licensed eyewear collections, Design Eyewear Group is stepping into a new role—one of brand stewardship. The MENRAD eyewear brand holds decades of goodwill, known for skilled craftsmanship and technical innovation, while licensed eyewear collections such as Jaguar and JOOP! already enjoy international recognition.
Honoring Heritage, Driving Innovation
The acquisition comes at a delicate time for MENRAD eyewear’s legacy, but Design Eyewear Group is approaching this transition with care. “The license owners have shown strong enthusiasm for partnering with us—not only because of our distinctive design profile and our ability to translate brand DNA into compelling licensed eyewear collections, but also due to our solid track record, established market presence, and well-developed sales and distribution network in Europe and North America,” Flyvholm notes.
While Germany will remain a key market for the expanded portfolio, Design Eyewear Group sees major growth potential in North America and beyond. The combination of strong brand equity and Design Eyewear Group’s proven ability to scale offers exciting possibilities.
Crafting the Next Chapter
With full creative control over the MENRAD eyewear brand and a new collaborative approach to licensed eyewear collections, the next phase of product development will be crucial.
“We’re committed to working closely with license owners, combining their deep brand knowledge with our strengths in product development and distribution,”
As work begins across these collections, one thing is clear: Design Eyewear Group is entering a bold new phase. The addition of MENRAD eyewear and these globally admired licensed eyewear collections will only strengthen the company’s mission: to offer exceptional eyewear that speaks to individual identity while honoring the spirit of each brand.
About Design Eyewear Group
Design Eyewear Group is a visionary Danish eyewear company that brings together a curated family of international eyewear brands, each with its own creative identity. The group specializes in designing and distributing quality eyewear collections that combine Scandinavian innovation with global style influences.
Its portfolio includes the distinctive brands Face à Face, ProDesign Denmark, WOOW, Inface, Nifties, William Morris London, Alium, Kilsgaard, and Charles Stone New York, as well as newly acquired collections: the MENRAD eyewear brand and the licensed eyewear collections for Jaguar, JOOP!, and Morgan.
With this expanded portfolio, Design Eyewear Group offers a rich variety of styles, appealing to diverse tastes and markets.
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