“We want to be an independent brand for independent practitioners,” Raen Optics Europe’s general manager, Christian Grund, explained when speaking to OT at 100% Optical last month.
As a result, the brand has a clear European distribution strategy of not going into chains or e-commerce, Mr Grund said.
He shared that the eyewear company is “rooted in the California lifestyle” that focuses on the outdoors, surf and fashion. “So it’s a fun brand,” he added.
The company, which was established 10 years ago, traditionally designed acetate frames but ventured into metal eyewear around three years ago.
Mr Grund highlighted that the company provides practices that stock the frames with training that is designed to aid staff in talking to consumers about the brand.
100% Optical 2021 will be held at ExCeL on 23–25 January.
As a result, the brand has a clear European distribution strategy of not going into chains or e-commerce, Mr Grund said.
He shared that the eyewear company is “rooted in the California lifestyle” that focuses on the outdoors, surf and fashion. “So it’s a fun brand,” he added.
The company, which was established 10 years ago, traditionally designed acetate frames but ventured into metal eyewear around three years ago.
Mr Grund highlighted that the company provides practices that stock the frames with training that is designed to aid staff in talking to consumers about the brand.
Raen speaks to OT at 100% Optical 2020
100% Optical 2021 will be held at ExCeL on 23–25 January.
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