PARSIPPANY, N.J.—With the debut of a modern new booth configuration to showcase its brands and proprietary products at the upcoming Vision Expo East, Safilo Group is also unveiling a series of what the company describes as “customer-centric” offerings, innovations and business-building services to its North American customers next month.

Designed to underscore Safilo’s role as a strategic business partner to ECPs, according to the company, the new booth will consolidate previously separate Smith and luxury booths into a new stand presenting an upscale, redesigned corporate environment, spanning an 11,200 square feet of space.

Along with a reconfigured main entrance and a giant LED screen highlighting the new Carrera Maverick campaign starring Academy Award winning actor, musician, director Jared Leto, there will be a new “walk-through” concept to highlight Safilo brands including the new Givenchy, Polaroid optical and Twist sun collections. Attendees will also be able to preview Smith’s new RX lab program and the Swatch branded collection.



A new staged retail environment will enable customers to directly experience how Safilo can support them in category management and brand portfolio presentation through tools, services and products designed to boost their business. A concept store called “A Winning Consumer Experience,” will offer a variety of Safilo’s newest in-store solutions. These will include general fixturing systems (a full retail package available for different retail environments and store formats), customized brand portfolios, suggested product assortments and category management solutions.

Also featured will be new digital tools. Among these, the I-Frame program, which embeds updated branded content into a customer’s website and Virtual Try-On, which uses a multi-brand product catalogue and is enriched with compelling features for social media sharing, couponing and incorporation into I-Frame.


The booth will also offer an inviting lounge and hospitality area, with trendy seating and tables, where guests can enjoy real Italian cappuccino in the morning and Italian prosecco in the afternoon. “We’ve taken a completely new approach to the show this year; the new booth configuration is designed to help create new business opportunities for the independent optician to assist them in capturing the business they are not currently capturing today,” said Glenn Rusk, commercial head of Safilo North America.

Luca Zuliani, vice president of trade marketing for Safilo USA, added, "Safilo is evolving as a company. We are no longer just a frame supplier to our customers, we are now providing a wide range of consultancy services and solutions through joint efforts between our trade marketing and sales teams with the end goal of helping our customers grow their businesses. We will work together with our customers to support them and better meet the needs of their customer base. We will share a revision of the consumer segmentation, provide category management and product assortment recommendations and ultimately help them optimize their frames boards for maximum profitability.”