Design Eyewear Group interview
at SILMO Paris, between design and Danish gin
It was day two of SILMO Paris, and the Design Eyewear Group booth buzzed with energy. A Danish beer in one hand, a frame tray in the other. Their booth has quietly become my unofficial headquarters during optical fairs.
As I sank into a lounge chair, sipping a dangerously consistent DEG-G&T (that’s gin and tonic for outsiders) there he was: Lars Flyvholm. CEO, strategist, polyglot, and possibly part-time (and very own personal) bartender.
Over the last decade, Lars has guided Design Eyewear Group from its boutique roots to a global house of design brands, spanning Danish, French, British, and now German labels.
We sat down mid-fair, mid-flow, to talk about leadership, design, espresso overdoses, and why he sometimes rearranges frame displays when no optician is looking.
Design Eyewear Group interview:
Let’s begin at the beginning. What part of your early life shaped the way you lead today?
“The most important value my parents taught me was that what you give is what you get. Focus on treating people like you want them to treat you. I believe this is a philosophy that can be easily carried into management, colleagues, teams, customers, suppliers, press, etc.”
I’ve seen that in how you lead your team, and even here at the booth, you make everyone feel included. That kind of attitude must have roots somewhere. Was this something you learned early on at Bang & Olufsen, and does that experience still shape your leadership at DEG?
“I guess so. It’s key to understand your DNA and stay true to it in everything you do. Don’t look too much at what’s happening around you, but focus on what you do best, and shout it to the world through product and actions.”
That focus on authenticity really shows across your brands. Each one stands on its own, yet they all share a clear DEG signature. Having worked in so many different countries and cultures, how has that international experience influenced the way you build brands and teams?
“To me, people are the key to any type of success. Having worked and lived in Asia, the US, the UK, and continental Europe has allowed me to learn about different cultures in depth, and how being open to other ways of thinking and working makes it possible to create a company culture that is truly international.”
It’s interesting how often that people-first mindset comes up when talking about design. You’ve built such a strong culture within DEG, did that develop naturally from your background, or was design always the main driving force from the start?
“My first real job was with Bang & Olufsen, so from day one, being 19 when I started there, design has been an important part of my life.”
So design wasn’t just something you grew into, it’s been part of your identity from the beginning. How has that early foundation in design shaped the way you lead creative teams today?
“I’ve always believed in leading by example, and by the philosophy that a great leader shows the way but never stands in the way. In difficult times I try to take the hard decisions, while in more positive times I make sure the vision is clear and each team member has the authority to take the right decisions.
Within Design Eyewear Group, I focus on getting the best of two worlds, the creative energy of our innovative designers, and the strong customer focus of our sales and marketing team.”
Joining the Eyewear World:
That mix of direction and freedom seems to define DEG. You’ve built a company that balances structure with creativity. When you first joined the eyewear world, what stood out most about the industry compared to your earlier experiences?
“The amount of great eyewear collections available surprised me, and while DEG is a product and design-led company, I realised that we would never be successful with great products alone. It is essential to offer our customers, the opticians, a professional operation focused on making their business as successful and profitable as possible when working with DEG.”
That realization must have been both humbling and motivating. DEG quickly became known as a house of design brands. How do you ensure that each of those brands maintains its unique DNA without overlapping?
“That’s something we take very seriously. We’ve spent a lot of energy and focus on detailing the DNA of each brand, making sure that from both a design and marketing perspective, every label always stands on its own.”
I think it’s truly impressive how you’ve built such a diverse portfolio where every brand keeps its own voice. Beyond design, you’ve always supported independent opticians. How do you see their role evolving as the market continues to consolidate?
“With heavy consolidation in the optical retail market, it’s even more important that independent opticians remain focused on offering the highest possible level of personalised service, which also includes the best and most unique product offering.
At the same time, to take on the challenge of the consolidators, working with suppliers that offer not only great products but also ways to make their business stronger and more profitable, such as staff training, sell-through support, and quick delivery, becomes increasingly important.”
Growth & Strategy:
That commitment to independence aligns with what TEF stands for, helping stores stand apart through individuality. Still, DEG is expanding globally. How do you maintain that independent spirit while growing through moves like the Menrad acquisition?
“I think timing and opportunity came together. We had been looking to expand our portfolio with a German brand for a while, and with Menrad we can achieve that. More than 100 years of experience in the German eyewear industry brings strong heritage, which we are looking forward to reigniting with a new Design Eyewear design office in Berlin.”
You’re bringing a century of history into a very modern group. That’s no small task. How do you honour that heritage while keeping the brand fresh and relevant to today’s eyewear market?
“To me, it always starts with understanding the heritage — what was and is the DNA of the brand — and then working on how that can be brought into the current market. This is something our design team has shown several times that they master, so we are confident we can do that also with Menrad.”
That balance between history and innovation seems to be a strength at DEG. With your new focus on licensing, how do you approach creative control while staying true to each brand’s identity?
“Honestly, licensing is not that different from our own brands when it comes to design. The starting point is always the brand DNA and the brand identity, and with a licensed brand those elements are provided to us by the licensor — clear and precise. All we have to do is translate that into a coherent eyewear collection, just as we do with our own brands.”
That approach makes sense, but it’s a fine balance to strike. Some worry that licensing can weaken a company’s creative DNA. How do you make sure DEG maintains its authenticity while managing licensed collections?
“We take the same approach to the design of licensed brands as we do to our own brands. This allows us to constantly push boundaries and redefine ourselves. That is how we remain true to who we are, an innovative design house with authentic designs, whether proprietary or licensed.”
It’s reassuring to hear that the creative process remains central. Still, licensed and independent brands often live in different retail worlds. Can both truly coexist under one roof without diluting what makes DEG special?
“From a design perspective, the approach is the same. From a sales and marketing perspective, we do see that some licensed brands may be sold in other channels or types of optical retailers than our proprietary brands. For that reason, we’ve established a new position, the License Business Manager, to ensure that we manage these new channels without diluting the more independent ones that are our main target for our own brands.”
That sounds like a thoughtful way to protect both sides of the business. As your portfolio grows from boutique brands to licensed names, how do you make sure DEG continues to operate as a design-driven company rather than just a large group?
“By working exactly as described above — in both design and sales — and by keeping a strong vision of being a true design company that constantly innovates.”
It’s clear that vision runs deep. And I have to admit, I pressed you on this topic because TEF has always stood for independent design. But it’s great to see that DEG continues to innovate without losing that foundation.
In the Field of Vision:
Speaking of foundations, DEG is a fixture at every major optical fair. What role do these shows play in your overall strategy?
“The big international fairs like Silmo are an opportunity to showcase who we are and what we stand for. That’s why, for example, last year we dedicated a large part of our stand to the Design Workshop, showing how we approach the world of eyewear design.
The more local and regional shows focus more on meeting customers and prospects, giving them an insight into our world.”
That’s exactly what makes your booth stand out. It feels more like a creative studio than a showroom. But between Paris, Milan, and Munich, you’re constantly on the move. Be honest, did you partly build this global empire just so I’d always have a bar to hang out at?
“Haha, not exactly! We love meeting you, and all our other contacts in the eyewear world at the shows. We try to be a very approachable company, and meeting at our bar is always a pleasure.”
It certainly works. Though with that much travel and back-to-back meetings, it must take a lot of stamina to keep the same energy at every fair. What’s your secret to staying sharp through the trade show chaos?
“For me, as I’ve entered the 5.0 version of myself, it’s about going to bed not too late, and not having crazy plans after the show. Honestly, when you’re in it, we all enjoy the adrenaline and the energy from meeting so many nice people that we don’t get tired until afterwards.”
Outside the Frame:
So let’s make it more personal: if you could only wear one frame from your entire portfolio for the rest of your life, which one would you choose, and why?
“One of my favourites is the Aros by ProDesign, clean lines, titanium, and especially the panto shape which is my favourite.”
That’s a fitting choice. It’s clean, timeless, and confident. Much like the frame itself, you’ve built a structure where every element connects in harmony. You’ve brought together Danish, French, British, and now German eyewear. That’s quite a multilingual mix of design cultures. Does speaking several languages make it easier to align all those creative voices under one vision?”
“Yes, and I do speak other languages too. I think it helps when working with creative teams from different cultures. Each country brings its own design philosophy, and understanding that diversity has been key to building a truly international design group.”
And knowing you speak a bit of Dutch, I can’t help but wonder — should I expect to see a touch of Dutch design in your next expansion? You might be treading on my territory there!
“We don’t have any plans to expend to The Netherlands yet, but you are always welcome to join our design team in Denmark, as I told you many times!”
Future Vision:
It seems like your ambitions are far from slowing down. What gaps are you still looking to fill as DEG continues to grow?
“We’re always on the lookout for good opportunities, and we still have gaps, so let’s see what the future brings.”
Interestingly enough, even while saying that, DEG had already taken its next step by acquiring six French eyewear brands. François Pinton, Karavan, Karavan Kids, Kaliboo, and the licensed children’s labels Jacadi and Catimini. Together, these additions mark DEG’s official entry into the children’s eyewear market while strengthening its French design portfolio.
François Pinton brings Parisian heritage and timeless luxury, while Karavan adds bold creative flair. Its children’s counterparts, Karavan Kids and Kaliboo, bring that same French artistry to younger wearers. The licensed collaborations Jacadi and Catimini round out the mix, introducing classic elegance and playful color to DEG’s youngest audience.
If we look five years ahead, what would you be most proud to have accomplished at DEG?
“I believe DEG in five years will be a bigger group with more brands, but I’m also convinced that we will have maintained the core values and spirit that make us an attractive partner and employer today. We value people, different perspectives, and we’re focused on always being innovative and appealing to that part of the optical market that looks for more than just a frame.”
In Retrospect:
Outside the boardroom, what recharges you and inspires your creativity when you’re off the clock?
“The classic one, but to me still very relevant, is spending time with my kids. I have three who are all adults, and spending time with them and their partners gives me so much joy.
For recharging I walk, I try to walk almost every day, and I’m lucky to live near some of the most beautiful nature in Denmark. Finally, travelling, mostly for work, inspires me as I meet so many different people.”
That’s the best recharg. No meetings, no markets, just real life. And maybe that’s exactly why his leadership feels so grounded. For all the growth, acquisitions, and global strategy, Lars still operates from a place of balance, where design, humanity, and curiosity meet.
As frames were being tried on and order forms filled up around us, Lars leaned back with that calm that somehow survives the madness of trade show life. Whether he was integrating a 125-year-old German brand, expanding into licensing, or championing the value of independent opticians, one thing was clear: Lars Flyvholm doesn’t just manage eyewear, he curates cultures.
The DEG booth may have been my personal home base, yet it represented something far greater. A living reminder that design, integrity, and individuality still fight for their place at the center of this industry, which I like to call The Optical Arena. And like every arena, it thrives on courage, vision, and the will to stand apart.
So let’s stand apart, united yet independently.
# Design Eyewear Group interview # Lars Flyvholm CEO Design Eyewear Group # Design Eyewear Group Silmo Paris
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.
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