News

Myer and Luxottica enter agreement to roll out new Sunglass Hut retail concept and offering across 65 Myer stores
October 2009

Luxottica, the leading eyecare and eyewear company both in Australia and globally, recently announced the signing of an agreement with Myer to roll out a unique Sunglass Hut retail concept to all 65 Myer stores across Australia, with Sefiani providing strategic communications counsel around the announcement.

As part of the agreement, specially designed Sunglass Hut store concepts will be introduced to 30 Myer stores by November this year.  The concepts will incorporate strong visual display, product merchandising and specialist staff, managed by Luxottica’s Sunglass Hut division, in a shop-in-shop style format.

An additional 35 non-Sunglass Hut branded concepts will be introduced to the remaining 35 Myer stores over the next few months, also managed by Sunglass Hut.  This will significantly increase sales and strengthen Myer’s position as a leading destination for luxury accessories.

Luxottica’s Chief Executive for Australasia, Asia and South Africa, Chris Beer, is excited by the opportunities for both Myer customers and for the Sunglass Hut brand. 

“It’s fantastic for Luxottica to be partnering with Australia’s leading and largest department store and pioneering this unique sunglasses concept in Australia.  Myer is an iconic Australian brand and we are looking forward to working with them to deliver this brand new department store concept,” Mr Beer said.

Sefiani Director Sarah Craig said that this important strategic opportunity for Luxottica was reflected by the solid media interest in the announcement.

“Given the assumed interest around this agreement, it was important to communicate the significance of the growth opportunity presented to both businesses.  The resulting coverage was widespread across major print titles and television supporting both Luxottica and the Sunglass Hut brand,” Ms Craig said.

The luxury brands that will be available through the Sunglass Hut categories include a range of Luxottica’s owned and licenced brands such as Ray-Ban, Oakley, Vogue, Arnette, Persol, Bvlgari, Chanel, Dolce & Gabbana, Prada, Tiffany & Co. and Versace.  For some Myer stores, this will be the first time that such exclusive brands will be available in-store.