Within this context, SPY+ is expected to enhance Safilo’s footprint in the sport and outdoor category, benefiting from its strong complementarity with Smith and its established credibility among athletes and consumers, alongside a well-developed direct-to-consumer channel.

Serengeti, with its longstanding heritage, is positioned to play a key role in strengthening Safilo’s presence in the premium eyewear segment. The brand is recognised for its high-quality mineral lenses and distinct American legacy, supporting a positioning that combines luxury, innovation, and performance. Together, SPY+ and Serengeti reported combined revenues of approximately USD 39 million in 2025, reflecting their established market presence and growth potential within their respective categories.

Safilo Group, a global player in the eyewear industry, has over 90 years of experience in designing, manufacturing, and distributing sunglasses, prescription frames, outdoor eyewear, goggles, and helmets. The company integrates Italian design with technical and industrial innovation, supported by advanced digital platforms developed across its hubs in Padua and Portland, aimed at delivering an enhanced customer experience to opticians and consumers.

Safilo’s portfolio includes a mix of owned and licensed brands. Its house brands comprise Carrera, Polaroid, Smith, Blenders, Privé Revaux, and Seventh Street, alongside licensed brands such as BOSS, Carolina Herrera, Dsquared2, Etro, Fossil, HUGO, Isabel Marant, Juicy Couture, Kate Spade New York, Kurt Geiger, Levi’s, Liz Claiborne, Love Moschino, Marc Jacobs, Missoni, Moschino, Pierre Cardin, PORTS, Stuart Weitzman, Tommy Hilfiger, Tommy Jeans, Under Armour, and Victoria Beckham, as well as Eyewear by David Beckham under a perpetual license.