The Safilo Group has announced an interesting new global eyewear licensing agreement with the Brazilian Alpargatas group for its well-known Havaianas brand of rubber sandals. It will run until 2021, with an option for renewal by mutual consent. The first collection will be sold in the second half of 2016.
Pointing to the “iconic creative simplicity” of the brand, Luisa Delgado, chief executive of Safilo, said the Havaianas license will strengthen its position in the fast-growing “mass-cool” consumer segment.
For Havaianas, a brand that was created back in 1962, this is the first eyewear license. Alpargatas has been diversifying the brand into closed-toe shoes and apparel, with a year-round offering of products. The latest one is a line of rain boots in ten colors for adults and in eight colors and two print designs for children. In Europe, they carry retail prices of between €30 and €55.
These brand extensions are going hand-in-hand with the establishment of a growing network of owned and franchised stores. It currently has 491 doors worldwide.
The company sold a total of 218 million pairs of sandals and units of clothing and accessories under the Havaianas brand last year.