By Cathy Ciccolella
Senior Editor

HONOLULU--Iacon, the sunglass-retail division of Oakley, expanded steadily last year, both into new markets and into new store formats.

In November, Iacon entered the Hawaiian sunwear market with the purchase of a former Shades of California specialty store in the upscale Ala Moana shopping center here. The 544-sq.-ft. store reopened Nov. 17 under Iacon's Sunglass Design name and format, Iacon president Jeff Obstfeld told VM.

Iacon's new Sunglass Club store near Ft. Myers, Fla., is the first of a planned series of locations in outlet malls.

Obstfeld described Ala Moana as "one of the highest traffic malls in North America, adhering to our philosophy of targeting the best malls for all of our sunglass store concepts." As for further expansion within Hawaii, he said the chain continues to seek out other strong locations in the state, "but if we can't find the best real estate we don't want to be there."

Iacon is also in the early stages with two new store concepts it launched recently. The chain's first Sunglass Icon location opened in Downtown Disney, part of Disney World in Orlando, Fla., in late summer. The store, which has as its theme "gearing up and winding down," according to Obstfeld, features large photos of sunwear "icons" wearing a variety of styles.

Also new in the Iacon store portfolio is its first outlet store, which opened about six months ago near Ft. Myers, Fla., under the name Sunglass Club. Additional Sunglass Club locations are expected to open in other outlet malls in the next six months, Obstfeld told VM.