Sàfilo USA celebrates its 10-year anniversary with the Fossil brand by adding a women’s line to the popular collection. The four ophthalmics are geared toward youthful, modern women seeking reasonably priced, stylish products. One metal, one plastic and two metal/plastic combinations are available in softened rectangular and oval shapes; one frame is semi-rimless. Designs and colors are inspired by Fossil accessories, especially the women’s watch collection. Colors include black, brown, plum and rose with satin finishes and combinations of satin black/moss, satin sand/cream, plum/deep plum, black/tortoise, deep plum/red and brown/tan cream.


PHILOSOPHY: “We've had a very successful partnership with Fossil for the past decade and are very excited to add women’s styles to commemorate this important milestone,” says Dick Russo, executive vice president of Sàfilo USA. “Fossil is a powerful and trusted brand name that resonates strongly with both men and women. The attractive price point and exceptional styling in the women’s Fossil collection should help the line do very well in the marketplace.”

The marketing program will include promotions and such visual merchandising materials as a one-place highlighter, six-place rotator, posters, countercards and logo plaque.

PRICEPOINT:   $$. For additional information, contact Sàfilo USA, (800) 631-1188; web site: www.safilousa.com

Founded in 1984, the Fossil brand was originally known for stylish watches at affordable prices. In the 1990s, the company expanded into accessories, including handbags, wallets, belts and small leather goods. Fossil products are sold in more than 90 countries worldwide.