House of Silhouette debuts in Vienna
The austrian company will launch its first monobrand retail store in november
Silhouette Group is set to enter the retail sector with the global debut of its first monobrand store, House of Silhouette, in November. The store, located in Vienna's 1st district at Herrengasse 1, will be entirely dedicated to eyewear.
“Spread over two floors, it will offer customers the chance to experience Austrian-made excellence firsthand and explore, under one roof, the collections from the group’s three eyewear brands: Silhouette, evil eye, and neubau eyewear,” explained the family-run company, which celebrates its 60th anniversary this year. “More than just a monobrand store, it will provide an immersive experience into the Silhouette universe. Through comprehensive vision consultations, customers will be at the heart of the House of Silhouette, ensuring a personalized shopping experience designed to build loyalty.”
For sixty years, the Austrian group has distributed its products through a select network of opticians and specialized retailers, and in recent years, Silhouette sunglasses have also been available online. Soon, in addition to these existing channels, the company will have its first physical store.
“In recent years, Herrengasse has become a hub for premium brands, and as a family-run business, we feel particularly at home here” said Reinhard Mahr, CEO and CFO.
“My grandparents redefined the concept of eyewear sixty years ago, transforming them from simple visual aids into true fashion accessories.” explained Michael Schmied, CMO. Since 2017, the company has expanded beyond frame production to manufacture lenses at its state-of-the-art Lens Lab, located at the company’s headquarters in Linz.
With its first store, the company aims to bring itself closer to customers by offering personalized consultations and direct sales. “At House of Silhouette, the focus is on personal experience. It’s a place where our three brands can be appreciated and experienced firsthand. For Silhouette Group, positioning ourselves optimally for the future and better understanding the needs of our specialized retail partners and customers is of utmost importance.” Schmied continued.
In 2022, the Austrian group sold around 1.3 million pairs of eyewear worldwide, generating a global revenue of €160 million. Since 2022, its eyewear production has been carbon-neutral, thanks to offsetting. “With 13 international subsidiaries, the family-run company is a global leader in the rimless eyewear market,” Silhouette Group explained. 95% of its production is exported, and Silhouette products are available in over 100 countries.