William Morris London joins Design Eyewear Group

Design Eyewear Group has acquired the eyewear brand, William Morris London.

The acquisition expands the group’s portfolio of premium and mid-market eyewear for independent practices, the company said.

William Morris London was founded in 1996 by Robert William Morris.

“I’m very proud of the development William Morris London has undergone since it all began more than 25 years ago,” Morris shared.

Commenting on the acquisition, he said: “I’m delighted that William Morris London is now joining a very professional and global company like Design Eyewear Group,” adding that the group is the “right partner” to grow the brand through their global sales network.

Morris will remain with William Morris London as senior brand ambassador. His role will be to help customers and employees to gain an insight into the company and the British design philosophy.

Through his new role, Morris will help to ensure the company’s design style continues and is developed further for brands under the William Morris London portfolio.

Lars Flyvholm, CEO of Design Eyewear Group, expressed his pride on announcing the acquisition “of such a reputable company with strong and exciting brands.”

“William Morris London’s brands each have a unique story based on the British design philosophy,” he said, adding that this fits “perfectly” with Design Eyewear Group’s product range and growth strategy.

“We look forward to joining forces to offer our customers an expanded, enhanced brand portfolio that caters for many different target groups and price classes,” Flyvholm continued.

Acquisitions form part of Design Eyewear Group’s growth plan, and it currently has seven brands with French and Danish origins.

The company has also optimised its processes over the past five years, from purchasing and logistics to customer service, to create a “one-stop shop” for practices to access the brand portfolio.

Flyvholm concluded: “With the acquisition of William Morris London, we’ve strengthened our position as a design brand house, and we’re pursuing our ambition to become one of the world’s leading multi-brand providers of designer eyewear to independent practices.”