Design Eyewear Group
Lars Flyvholm interview
At SILMO Paris 2025, TEF Magazine caught up with Lars Flyvholm, CEO of Design Eyewear Group, for an exclusive #TEFtalk interview.
In this interview, he shares how the company’s international design teams collaborate across brands and regions, following the Menrad acquisition, and offers his perspective on the future of optical tradeshows.
This interview with Lars Flyvholm offers a rare inside look at how Design Eyewear Group continues to set the pace for creative synergy in the eyewear world.
About Design Eyewear Group
Design Eyewear Group is a Danish eyewear company that brings together a curated family of distinctive international brands united by a passion for design and craftsmanship. With a heritage that spans more than half a century, the group is known for developing and distributing high-quality eyewear that blends artistic expression with technical precision, all created to inspire opticians and their customers around the world.
The portfolio includes iconic names such as FACE A FACE, ProDesign Denmark, WOOW, Inface, Kilsgaard, Nifties, Alium, and the recently acquired Menrad labels.
Together, they cover a wide spectrum of styles—from bold and artistic to minimal and functional—appealing to a diverse range of personalities and markets.
Operating from its headquarters in Aarhus, Denmark, and supported by design studios across Europe and North America, Design Eyewear Group continues to strengthen its global presence through a network of opticians and distributors in more than 100 countries. The company works in close collaboration with its partners to ensure that every frame delivers both visual impact and exceptional wearability.
Its enduring success lies in the seamless fusion of design heritage, craftsmanship, and a forward-looking approach to modern eyewear. Guided by a clear mission, Design Eyewear Group brings design-driven eyewear to the world, shaped by creative freedom, craftsmanship, and collaboration.
Read more about their brands on TEF Magazine or visit their website.
More on their brands
Design Eyewear Group // Three Designers, One Vision
Three designers, three countries, one shared vision. At Design Eyewear Group, creativity moves between engineering, expression and precision. From the exposed mechanics of the Prodesign PROFLEX concept to the playful identity of the FACE A FACE BOCCA collection and the refined detailing of William Morris London Liberty eyewear, each perspective adds depth to a collective design language that continues to shape independent eyewear.
Face à Face // Soft Power Redefines Femininity
Face à Face Soft Power Evolves the Face à Face 3.0 Collection There are moments when a brand does not simply release new frames, it recalibrates its language. With Face à Face Soft Power, the house pushes its 3.0 evolution further, sharpening its lines and amplifying...
WOOW // LET’S PLAY Returns to Win
WOOW returns with the LET’S PLAY collection, a bold new chapter of optical and sun frames built around character, colour and confidence. From the sculpted geometry of WOOW SUPER ACE frames to the luminous presence of WOOW TIME’S UP eyewear, each concept plays with proportion, detail and attitude. This is eyewear designed to stand out and step forward.
FACE A FACE // The F Collection
The Face a Face F Collection arrives as a vibrant celebration of colour, asymmetry and sculptural creativity. Every frame becomes a statement of individuality, shaped through expressive design choices that balance retro influences with futuristic attitudes. With France now officially certified as the origin of production, this collection presents a renewed vision for 2026, where artistry remains at the centre of contemporary eyewear.
Design Eyewear Group // 24 Questions with CEO Lars Flyvholm
During SILMO Paris 2025, TEF Magazine sat down for 24 questions with Lars Flyvholm, CEO of Design Eyewear Group, to explore the values behind one of Europe’s most respected houses of design brands. From his leadership philosophy and international vision to the Menrad acquisition and the future of independent eyewear, Lars shares candid insights into what drives the group — and why design integrity remains at its core.
Design Eyewear Group // Acquires Six KNCO Brands
Design Eyewear Group announces the acquisition of six KNCO eyewear brands, including François Pinton, Karavan, and four children’s lines. The move marks the group’s expansion into the children’s eyewear market with Karavan Kids, Kaliboo, Jacadi, and Catimini. With this strategic step, Design Eyewear Group strengthens its position in France and continues to grow its portfolio of design-driven, heritage-rich eyewear labels.
SILMO d’Or 2025 // Official Nominees Revealed
The stage is set for the SILMO d’Or 2025, as the official nominees are announced across 12 categories, from children’s eyewear to smart glasses. A celebration of creativity, craftsmanship, and innovation, the winners will be revealed on September 27 at Pavillon Gabriel during SILMO Paris 2025.
WOOW // Let’s Play Collection
The WOOW Let’s Play collection transforms eyewear into a bold game of strategy and style. With the WOOW August 2025 collection, every frame becomes a daring move – from transparent layers to hypnotic spins and powerful silhouettes. WOOW eyewear 2025 shows that confidence is always the winning strategy.
William Morris // London in Motion
William Morris celebrates London’s dual spirit in London in Motion. Inspired by East and West, the FW25 collection introduces five frames that embody elegance, heritage, and modern sophistication.
Prodesign // Crafted to Stand Out
This season, Prodesign celebrates contrast, character, and craft with a new eyewear collection designed to stand out. From expressive acetates like SPARKLE and SIGNIFIC to the titanium innovation of PROFLEX ACE, each frame is built with precision, individuality, and enduring style in mind.
