​Bollé Brands has inked a new partnership with Seaport-ODLM for the distribution of its sunglasses and ophthalmic collections to opticians in Western Europe, effective January 1.

With the new deal, Seaport-ODLM will manage the distribution of Bollé, Serengeti and Spy+ products across several key European markets, including Germany, Italy, Austria, France, Spain, and Portugal.

The partnership marks a crucial step in Bollé Brands’ strategy to focus on specialised sales channels within the optical, sports and cycling sectors, and comes on the heels of similar partnerships in Australia and the UK.

“This partnership allows us to further build on our renowned innovations, particularly with our Volt and Phantom lens technologies, and solidifies our position as a key partner for opticians in both the sports and lifestyle sectors,” said Peter Smith, CEO of Bollé Brands.

“In particular, Bollé Brands and ODLM will work in partnership, leveraging their experience and expertise in ophthalmic to build on the current success of our brands.”

Specifically, the Bollé brand will capitalise on its reputation for quality and innovation, positioning itself as the preferred partner for opticians, and Serengeti looks to utilize the partnership to expand the brand across Europe, enhancing service levels and highlighting the quality of its lenses and frames. Likewise, Spy+ will focus on broadening its European market presence, leveraging the momentum gained from its relaunch in the U.S., according to a press release.

Bollé Brands is an eyewear and head protection group that designs, markets and distributes sunglasses, safety glasses, goggles and ski and bicycle helmets. Headquartered in Lyon, France, the group owns the brands Bollé, Bollé Safety, Cébé, H2Optix, Spy Optic and Serengeti.