Italian eyewear maker Safilo on Thursday announced the renewal of its licensing deal with German fashion house Hugo Boss until the end of 2030.

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The partnership covers the manufacturing and distribution of the luxury firm’s Boss and Hugo brands’ glasses and sunglasses for the next seven years.
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“We are delighted to early renew our partnership with Hugo Boss, a highly valued partner for Safilo, and representing an exceptional asset in our portfolio. I am glad that in just a few years we will celebrate the 20th anniversary of our partnership which began back in 2006,” said Angelo Trocchia, CEO of Safilo Group.

“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.”

Safilo Group recorded net revenues for 1.08 billion euros in 2022. Its portfolio includes Carrera, Polaroid, Smith, Blenders, Privé Revaux and Seventh Street with licenses for Banana Republic, Carolina Herrera, Dsquared2, Etro, Eyewear by David Beckham, Isabel Marant, Juicy Couture, Tommy Hilfiger, and more.

​”Our Claim 5 growth strategy is broad-based. We want to grow across all regions, touchpoints, and brands, as well as in all product areas,” said Daniel Grieder, CEO of Hugo Boss AG.

“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.”

In its most recent trading update in November, Hugo Boss reported sales that beat analysts’ expectations, noting revenue rose 15% at constant exchange rates in the third quarter.