Following the acquisition of Bollé Brands by A&M Capital Europe in August 2018, Bollé has announced the acquisition of the SPY Optic brand. With this new acquisition, SPY Optic joins Bollé’s existing brand portfolio of Bollé, Bollé Safety, Serengeti, Cébé and H2Optix.
Bollé notes that the acquisition ‘signals a strong commitment to playing a leading role in the premium performance sports and sports lifestyle eyewear and helmets markets.’
Founded in 1994 and based in Southern California, SPY Optic designs, markets and distributes premium sunglasses, goggles, helmets and prescription eyewear. The SPY Optic brand, symbolized by a distinct ‘cross’ logo has a strong brand awareness in its action sports segment, most notably showcased in its Happy Lens technology.
Bollé adds that ‘SPY Optic is a cutting-edge disruptive brand perceived as cool, irreverent and high quality with high net promoter scores exceeding those of peer brands.’
SPY Optic is seen as highly complementary to Bollé Brands in terms of brand proposition, channel mix and geographic presence. The combination will seek to significantly bolster Bollé Brands’ scale in North America. The acquisition will also ‘allow SPY Optic to benefit from increased investment in product development and distribution, and will facilitate an international expansion of the SPY Optic brand beyond its current footprint.’
Peter Smith, CEO of Bollé Brands said “We are excited to have acquired such an amazing brand. SPY Optic has its own unique and irreverent identity with huge growth potential in North America, its home market, and internationally where SPY Optic will leverage our Bollé Brands international distribution network.
“Our dedicated approach, support, and investment will drive exciting new developments in product innovation and design which will form the basis of considerable global growth. This new acquisition establishes Bollé Brands as one of the key players in the premium performance sport and lifestyle eyewear and helmets markets.”
In parallel with this acquisition, Bollé Brands adds that is has invested significantly in new systems (new ERP, new BtoB and BtoC platforms) to ‘support its customer-first strategy and to service excellence in product innovation and creativity.’
