Safilo and Hugo Boss renew eyewear partnership early

The global licensing agreement for Boss and Hugo eyewear now runs until December 2030

Black frames on a model with long blonde hair
Safilo/ BOSS 1609/S

Safilo Group and Hugo Boss have confirmed the early renewal of their global licensing agreement for the Boss and Hugo eyewear collections until December 2030.

The partnership between Hugo Boss and Safilo began in 2006.

Reflecting on the long-standing partnership, Angelo Trocchia, CEO of Safilo Group, said: “The remarkable rebranding of Boss and Hugo in the last two years, fully embraced and executed by Safilo in the eyewear collections, paves the way for a bright and successful future of the brands in all our markets and distribution channels.”

The joint strategy is to continue to gain market share with Boss eyewear, the companies said.

The Hugo line accounts for a “considerable share” of Hugo Boss’ eyewear business and will continue to expand its presence in the Gen Z target group.

Daniel Grieder, CEO of Hugo Boss, explained the company’s growth strategy as broad-based: “We want to grow across all regions, touchpoints, and brands, as well as in all product areas. Safilo perfectly supports our growth in the eyewear segment and is a key player in the industry with high quality standards and a strong distribution network worldwide.”

“We are excited to continue the successful and long-term partnership with Safilo and are convinced that we have the right partner at our side to leverage the full potential of Boss and Hugo in the global eyewear business,” he added.