|Frames with memory|
BBH Eyewear brings the Eschenbach TITANflex memory titanium collection to the U.S. market. The material, which is 10 times more flexible than conventional metals and quickly reverts to its original shape even after extreme bending, according to the company, is the same material Marchon markets as Flexon. (Eschenbach Optik and Marchon Eyewear, Inc. have expanded their licenses to allow each company to market the Flexon and TITANflex brands more widely.) The TITANflex collection features 40 styles, a trendier sub set of the larger Eschenbach collection offered in Europe. The U.S. collection is targeted to 20- to 45-year-old men and women that expect updated technology, but with a young look. The line is divided into three groups: The Crush group features younger, trendier styles. Highlights includes three-piece mounts. Selection offers high-end, elegant frames with embellishments, deeper eye sizes and silicone nosepads.
PHILOSOPHY: “In Europe, Eschenbach is known for quality and its intrinsic value,” says Ilario Sfoggia, managing director of BBH. “Based on the feedback from our key accounts, we decided to focus on trendy, younger styles in the U.S.”
MARKETING: The Highlights group comes with an eight-place display. Selection frames are offered with individual cases.
PRICE POINT: $$$$ to $$$$$. For additional information, contact BBH Eyewear, (800) 638-6639; www.eschenbach-optik.comPHILOSOPHY