Altair Introduces New Proprietary Brand Lenton & Rusby

Quick Take: Altair Eyewear, a division of Marchon and a subsidiary of VSP Global, has announced the addition of a new proprietary brand to their portfolio: Lenton & Rusby. Lenton & Rusby is the lowest-priced frame offering in the company’s portfolio, and was built to support independent practices by offering a collection of on-trend eyewear for everyone.
Specifics: The brand is launching with 13 optical styles (6 women and 7 men), incorporating best-selling design attributes and on-trend detailing. With a mix of metal and acetates, inclusive sizing and affordable prices, the debut Lenton & Rusby collection is targeted to ages 18-55.
Selling Point: Thomas Burkhardt, senior vice president of global brands, marketing and design, said, “Lenton & Rusby is modern, contemporary, clean, and simple. It’s a brand for women and men that are looking for classic frames at an affordable price. We are excited to add Lenton & Rusby to our portfolio of proprietary lifestyle brands, as we are confident this is what our customers are looking for.” The collection is available beginning this month.