Chapters
Annual Report 2018

Strengthening our Exclusive Brands portfolio

With our simple and transparent value-for-money proposition, we offer affordable and high-quality exclusive eyewear brands, in addition to well-known international brands. Our global assortment of Exclusive Brands covers the full consumer spectrum, with various styles and price points.

The assortment is supported by globally developed in-store and media marketing tools to communicate their styles and technical features. Product optimization and harmonization and our

supplier base strengthen our value proposition and the positioning of each Exclusive Brand with faster replenishment cycles, more reliable deliveries, higher quality and lower costs.

Our Exclusive Brands have distinct features in terms of design and technology that provide high quality at affordable prices to our customers and attractive margins for the business. They are a key ingredient in our commercial strategy that differentiates us in our markets and brings benefits to our customers.

The Exclusive Brand frames portfolio includes distinct frame brands, some of which also offer a sunglass line. Additionally, we have our unique sunglass brand – Solaris, and the branded lenses and contact lenses – eyexpert and iWear.

In the contact lens category we are capturing strong growth through an improved customer experience. This approach leverages our stores as a category entry point, providing an improved first fit experience that helps to drive customer conversion and contact lens subscriptions. We are establishing a unique Exclusive Brands range in this category which offers strong potential for both omni-channel and pure-play concepts such as Lenstore and Linsenmax in Germany.

In 2018, the volume share of our Exclusive Brand frames remained stable at approximately 70% of optical sales. This reflects the constant effort we make to optimize the frames’ style and technical features in order to respond to evolving customer and social trends.

Our results demonstrate the success of our marketing strategy, and the work of our global Exclusive Brands team to develop offline and online content for our in-store and online communication. This has been complemented with marketing tools including Customer Relationship Management, and traditional and digital media. Each roll-out of our Exclusive Brands assortment is accompanied by elaborate staff training to ensure our incentives and objectives are fully aligned. We also take the opportunity to review and optimize our assortment of third-party brands.