Whats New

Aug
2005

What's New

Silhouette: Minimal X Kids

Eyewear that grows
with the kids

Silhouette Optical launches the Minimal X Kids’ collection, rimless, screwless eyewear for children between the ages of six and 14. Made of SPX and beta titanium and featuring Silhouette’s “Shape Memory” technology, the new line offers five lens designs—butterfly, cat eye, edgy rectangle, round and modified square in five colors—cotton candy, root beer float, ice blue, galactic green and racing red—for a total of 25 combinations. Lightweight and low maintenance, the new styles, because they are rimless, grow with the child, the only expense being a change of lenses, according to the company.

PHILOSOPHY: “Many children are still concerned about wearing glasses, which they view as cumbersome. As a result, they often conceal their frames in backpacks,” says Silhouette president Arnold Schmied. “Our objective with Minimal X Kids is to offer eyewear that will enhance rather than hide the child’s face—eyewear the child will actually want to wear. Additionally, the durability provided by the beta titanium allows kids to be kids and to play like kids.”

MARKETING: Merchandising materials include a five-place display, DVD and consumer and trade brochures. Each frame comes with a structured blue case.

PRICE POINT:
$$$. For additional information, contact Silhouette Optical, (800) 223-0180; web site: www.silhouette.com

 
From bottom: SPX 2504, SPX 2505, SPX 2501

The Austrian-based eyewear manufacturer Silhouette International was founded in 1964 by Arnold and Anneliese Schmied in Linz, Austria. Since then, Silhouette has been manufacturing and marketing up to 3.4 million frames—ophthalmic and sunwear—annually. Silhouette eyewear is sold in approximately 100 countries and is world renowned for its Titan Minimal Art eyewear. With its weight of 1.8 grams and its innovative, minimalist design and wearing comfort, Titan Minimal
Art has been selected by NASA for astronauts on space missions.


Seeqa International: Fashion Readers

Eyewear that reflects
the Baby Boomer psyche

Seeqa International, a specialist in readers, presents a collection of European- and retro-inspired reading glasses that are fashionable, functional and embody the youthful mindset of the cosmopolitan consumer. Between 35 and 45 styles are available, each in two to four colors. Targeted to adults 35 to 65, frames are constructed of optical stainless-steel, optical aluminum alloy, aluminum-magnesium alloy, nickel 25 alloy, monel, Italian trilaminate acetate, P/C GE plastic and TR-90 nylon. Included are full-rimmed, semi-rimless and rimless designs. The majority of the models are equipped with acetate tips and silicone nosepads. Most of the readers incorporate a stainless-steel assembly hinge with a high tensile copper spring; some have a seven-shaped nosepad system. A unisex sun reader in three colors is also available. Colors range from black, bronze, gold, gunmetal and silver to crimson red, flamingo pink and sea foam and combinations of blue and yellow, purple and red, and red and black.

PHILOSOPHY: “Seeqa’s mission is to provide quality and fashionable reading glasses to the young at heart. In today’s market, the optical industry must diversify and offer a wider range of products. Ready reading glasses are in fact available in a multitude of retail venues at all price points, but Seeqa offers a favorable, upscale alternative—a quick and easy additional sale that customers won’t find next door,” says Jeffrey Gruia, Seeqa vice president of sales/marketing.

MARKETING:
Displays are available. Each reader comes with a color-coordinated, custom-fit leatherette or metal case.

PRICE POINT: $ to $$. For additional information, contact Seeqa International, (514) 388-8898; web site: www.seeqa-intl.com

 

From left: Rimless Rage R-LT010, Perfecto R-HH025, Cheetah R-HA011

Seeqa International is a father and son team (Jerry and Jeffrey Gruia) based in Montreal and devoted exclusively to designing upscale reading glasses.

 



 

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