SOMERVILLE, N .J.—Viva International Group has announced its re-commitment to the Guess by Marciano brand with a multi-year license extension.
The companies’ licensing partnership originated in 1991, when Viva first introduced the Guess brand to the optical industry and Guess retail stores worldwide. Viva currently has the exclusive worldwide license to design, market and distribute the Guess optical and sunglass collection.

The extended license agreement, the company said, “enables Viva to heighten its investment with Guess through intensive advertising, the rollout of a new Guess booth at Vision Expo East in April and the development of innovative business and marketing opportunities for 2008.”

Viva said it will also debut a new product assortment of trend-forward styles that will be available throughout its optical and sunglass channels, noting, “The Guess brand has been building momentum as the company continues to expand globally through its multiple retail concepts, including Guess stores, Marciano stores, accessories-only stores and G by Guess stores.

“I’m very impressed with Paul’s advocacy for his licensees and the Guess brand integrity,” said Viva president and CEO Frank Rescigna, following a recent meeting with Paul Marciano, co-chairman and co-chief executive officer for Guess. Paul Marciano commented, “We are excited about Viva’s new management team and their commitment to building a platform for substantial growth of the Guess eyewear business both domestically and internationally.”

Established in 1978, as an entrepreneurial company, Viva International Group became a subsidiary of Highmark Vision Holding Company (HVHC, Inc) in February 2005. HVHC, Inc. consists of Viva Optique, Inc., Davis Vision, Inc. and Eye Care Centers of America.