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Svendsen Sport launches sunglasses brand

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Lenz Optics is the new sunglasses brand from Svendsen Sport.

Svendsen Sport has announced a joint venture with optical systems giant, Zeiss, and a leading international company with a long tradition in the sunglasses market to launch a new brand – Lenz Optics.

As the worldwide distributor, Svendsen will control the high-end brand and will manage all sales and marketing.

“The aim is to make the best fishing sunglasses available in the market,” said CEO, Lars Svendsen. “To do this we have teamed up with the best material suppliers, including world leading lens maker Zeiss, in Germany, who have some outstanding and unique technology.”

As part of the agreement, Svendsen cannot reveal the third party in the joint venture, but is confident that production will be of the highest quality.

“We needed to avoid the hundreds of manufacturers who only supply standard product from injection machines,” he added. “That is why we teamed up with a leading international company with long and strong tradition and experience. This also met with the requirements of Zeiss, who would never allow their lenses being sent to an average factory without any control.

“We have great plans for establishing a high-end brand in sunglasses that appeals to the Simms/Sage/G. Loomis segment of fishermen, as well as focusing on the saltwater and travelling segments.”

Svendsen Sport plans to work with only a very limited number of good professional shops in each country, which it will support heavily with marketing. The company is also setting up a team of high-profile anglers as pro-staff ambassadors to lend weight to the marketing effort.

A new Lenz Optics website is now online and features the brand’s full product line, as well as information on how the products are made.


Filed In: Product News