British eyewear brands Claire Goldsmith & Oliver Goldsmith Sunglasses and Danish eyewear brand Ørgreen Optics have designed a new partnership paradigm.
The two luxury eyewear brands from the opposite ends of history have forged an unlikely but welcomed alliance. Oliver Goldsmith was founded 88 years ago, Ørgreen Optics was founded 17 years ago and both have helped shape the eyewear industry with their cutting edge designs, exploration of new materials and innovative colours. Their popularity attests to decades of endorsements by celebrities and royalties alike. This contrast of old vs. new, classic vs. modern, timeless vs. trend setting is reinforced by a mutual respect of design, uncompromising attention to detail, and a genuine passion for eyewear with both brands creating iconic designs with a global following that’s growing as we speak.
What is unique about this partnership is that it is not a merging of collections, but rather, a meeting of minds. Each company will retain its own brand name and identity, boosted by a strategic behind-the-scenes alliance. Ørgreen will take on a big brother role, sharing industry insights, resources and distribution channels. Whereas Claire Goldsmith & Oliver Goldsmith Sunglasses will move forward by applying the Goldsmith legacy to fresh, new innovative designs.
“Claire has an amazing design ethos and an incredible family heritage behind her,” says Henrik Ørgreen. “We are big fans of the Goldsmith legacy. Oliver Goldsmith was an immensely important, pivotal player in defining eyewear as fashion. Having built up our own Ørgreen brand from zero to a highly regarded global brand, we have an intrinsic understanding of how to support a similar business. We already share the same values. By sharing our diverse experience in product development, production know-how and distribution channels with Claire, we can really help to enhance the profile of Claire Goldsmith & Oliver Goldsmith Sunglasses within the luxury sector, making them top of mind for people around the world who have yet to discover this brilliant British brand.”
“Henrik and I have been friends for many years,” says Claire. “He’s always been incredibly inspiring. Ørgreen is a forward-thinking brand much like ours, with a similar outlook and set of values. We both represent real brands with our own names attached to them. So this is by no means a marriage of convenience. It’s an organic evolution of our friendship. The culmination of a long-term admiration, a relationship built on trust, pride and respect.”
for more information please visit Ørgreen‘s website.