Design Eyewear Group acquires Menrad

Design Eyewear Group has announced its expansion following the acquisition of the Menrad brand and three new licence agreements.

The acquisition of the 125 year-old German eyewear manufacturer, Menrad, comes in the wake of the company filing for insolvency earlier this year.

Design Eyewear Group will take over full proprietary ownership of the Menrad brand.

The group has also secured agreements with Jaguar, Morgan, and JOOP!, brands which were formerly under the Menrad umbrella. The move marks the entrance of Design Eyewear Group into licensing.

Lars Flyvholm, CEO of Design Eyewear Group, said: “This portfolio expansion reinforces our long-term strategy: to offer a diverse, high-quality selection of eyewear brands that resonate globally and reflect individual expression.”

With the expansion to its brand portfolio, the group has strengthened its presence in Germany, but also sees “major potential” to expand in the US, Canada, and other global eyewear markets.

The company noted that the acquisition of Menrad is a “milestone” for Design Eyewear Group, sharing: “Not only are we taking over the entire inventory, but we now also have full creative and commercial control of a brand with storing potential for revitalisation and growth.”

Commenting on the new licence agreements, Flyvholm said: “Entering the world of licensing marks an exciting new chapter for us. It's a natural evolution of our design expertise and global presence – and it opens the door to fresh opportunities for growth.”

“We’re committed to working closely with license owners, combining their deep brand knowledge with our strengths in product development and distribution. Each eyewear collection will be crafted in close alignment with the brand’s identity, ensuring every frame reflects the DNA that customers know and trust,” he added.

Flyvholm continued: “We look forward to sharing more as development begins across these new lines.”

Design Eyewear Group took over the brands on 10 June.