Embracing change

Silhouette’s new managing director, Perry Moore, talks to OT  about why the wholesale approach is old hat, and how the eyewear company is adopting a retail focus to achieve growth

Perry Moore

Congratulations on your appointment – what are you most looking forward to in your new role?

I worked for many years with my previous company and learned a lot, but in one environment. What I’m looking forward to most is sharing and applying the good things I’ve learned in a different environment, which will ultimately have a positive effect on Silhouette’s business.

Why is it exciting to join Silhouette at this time?

There has been, and continues to be, much consolidation in the marketplace. With consolidation comes loss of control for the ‘consolidated’ companies. Silhouette are not part of this consolidation: we own and control all of our design and manufacturing processes. We are the decision makers in regard to our distribution strategy, and our exposure to licensed brands is manageable. In essence, we are an independent, forward-thinking company that is using cutting edge technology to deliver premium results – that’s exciting.

What areas have you identified for development?

In a changing marketplace, it’s important to develop a team environment that is proactive and embraces change when it is necessary.

What steps need to be taken to achieve further growth?

All too often, companies in the sector have a ‘wholesaler’ approach – that’s old hat. Today, we have to have a retail focus, which is achieved by helping our partners to satisfy the needs of the end consumer with more choice than ever.

What can we expect from Silhouette in the next six to 12 months?

In addition to some great new innovations in the Silhouette ranges, you can expect to see an increased focus on our recently launched Silhouette Vision Sensation Lenses – the best possible lens solution for our rimless styles. The Silhouette Vision Sensation is the brand’s new initiative to provide frames and lenses from a single source. Under the Silhouette Vision Sensation programme, each stage of production will be carried out under the roof of the newly built Lens Lab in Linz, Austria.

Are there any upcoming launches that you can share details about?

Adidas Sport eyewear will continue to expand its range of sport essentials styles – light-weight frames with best-in-class lens technology, comfort and style.

Can you share an interesting fact about yourself?

I hate cheese.