Optylux: Flair
SIMPLY ELEGANT
Optylux Group, a newly formed distribution company, has obtained exclusive rights to distribute
Flair, a 60-year-old German luxury eyewear brand, in the United States. The initial U.S. collection
contains 40 styles made of such premium materials as titanium, bio-steel, stainless steel, acetate, solid
gold and rhodium, some accented with gemstones. At the heart of the collection are 30 drill-mount
styles, a design that Flair has patented and manufactured for more than 25 years. Frames are adjusted
and colored by hand through a complex, coloring technique.
Photographed by VANESSA VELEZ/BLACK BOX STUDIO
PHILOSOPHY:
“We are very proud to represent
the prestigious and exclusive
luxury brand—Flair,” says
Helmut Igel II, president of
Optylux. “Our marketing
focus is limited to about
1,000 luxury eyewear
boutiques nationwide
to guarantee exclusivity.”
MARKETING:
Merchandising materials include
displays, presentation cases,
posters, countercards, logo
plaque, banner, brochures,
catalog and tool kit. Each
frame comes with a case,
presentation box, cleaning cloth
and certificate of authenticity.
PRICE POINT:
$$$$ to $$$$$. For additional
information, contact Optylux
Group, (888) 330-4636;
web site: www.flair.de
INSIGHT —
Optylux has partnered with Perfect
Optics Lab in Vista, Calif., a state-of-theart
lab, which is certified by Flair Germany
to meet precise quality standards. Optylux
and Perfect Optics have established a direct
computer link to provide a seamless “one
call does it all” for frame and lens processing
with a turnaround time of two days
with AR coating. Select partner labs
will be added to the nationwide
network.
March 2007
New Frame Products