THE PRODUCTION CAPACITY WILL BE 5 MILLION PAIRS OF GLASSES A YEAR
1. Giovanni Zoppas was appointed CEO of Thélios, the LVMH-Marcolin 3 jv, in 2017 2. A Celine pair of glasses from the fall-winter 2020/21 collection 3. The Berluti eyewear collection 4. The Thélios production 4 site at Longarone, in Northern Italy’s eyewear district 5/6. All eyewear operations take place at the factory
IN FOUR YEARS THE WORKFORCE QUADRUPLED >730* WORLDWIDE EVOLUTION OF THE NUMBER OF EMPLOYEES
*Expected Source: Thélios - Processed by Fashion
What objectives have you set in this specific area? Very simply, we aim to be outstanding. The maisons we work with deserve to be adequately represented. On average only 15% of our total sales are generated from mono brand stores, but business generated by this type of accessory from other channels is about 85%, such as specialized chains and optical stores. Our goal is to distinguish ourselves within these types of sales points. We are already doing this, but with Dior it will be even more evident. We will not be content with merely being present in the best stores: we also aim to garner adequate visibility via visual merchandising, pop-ups, shop windows, etc.. Being a part of the LVMH world demands quality and we will be very selective about distribution as well. This selectivity has led us to reduce the number of doors, but it was a wellthought out choice.
Louis Vuitton is one of the few brands that does not distribute their eyewear outside their own single-brand stores. Will the arrival of Thélios lead to a change of strategy? It’s true, Louis Vuitton has always decided to be on the market only with sunglasses, sold exclusively in their boutiques. No licensees, no distributors. It’s a very clear path that won’t change. It is already a great opportunity for us to oversee an important area of production. Since our inception, we can honestly say that we are one of their most important suppliers. LVMH’s new challenge is called Fenty, the brand made with Rihanna. It is also a challenge for Thélios... We are also involved in this project, albeit in a different way than other brands. For Fenty are involved with design, prototyping and production, but then the distribution eventually passes to the brand. ■