Safilo USA Launches Polaroid Premium Collection in the U.S.

By Deirdre Carroll: Senior Editor

PARSIPPANY, N.J.—Polaroid Eyewear has arrived in the U.S. with a new Polaroid Premium Collection developed for the American market by the Safilo Group.

“The U.S. represents a significant market opportunity for Polaroid as we offer consumers a wide variety of polarized sunglasses based on wearable design, high protection and perfect vision,” said Roberto Vedovotto, CEO of Safilo Group.

The Polaroid company, founded in 1937 by Edwin Land, the inventor of polarizing lenses, celebrated 75 years in 2012. Polaroid is one of the top four global sunglass brands and last year sold over four million pairs of polarized sunglasses. Polaroid sunglasses are now being repositioned, reintroduced and remarketed by Safilo USA for the American market.

The Polaroid Premium Collection, which features modern and functional styles with high quality polarized lenses at a desirable price point, includes 28 styles, 10 of which can accommodate a prescription lens. There are 14 styles for men, 11 for women and three unisex offerings in the collection.

The Premium Collection includes Polaroid’s plano UltraSight polarized lenses manufactured in the company’s factory in Scotland based on the Thermofusion process, which delivers high-quality polarized lenses with better visual acuity.

Dispenser Price Guide: $$ ■