Safilo turns limited David Beckham license into permanent deal

Authentic Brands Group and eyewear giant Safilo are clearly pleased with the performance of their license deal for David Beckham eyewear so far as they’ve just signed a “perpetual license agreement”.

It replaces the previous contract that was due to expire at the end of 2030.

Under the new deal, Safilo will continue to oversee the entire value chain, including the design process “creatively led by” the football superstar, through to its production and global distribution.

After first linking up in 2019, Beckham unveiled his first Eyewear by David Beckham collection in 2020 along with Safilo and available to buy worldwide.

The Italian company said he collaborated closely with its design team to create a comprehensive collection of sunglasses and optical frames that sell at premium price points with two collection a year. Pieces feature details such as “the distinctive ‘Talisman’ [that] draws inspiration from the wings of a bird — symbolising power, protection and freedom”. It’s visible from the front and the side of the eyewear, alongside a DB monogram lasered on the lens.

Safilo said the brand “has amassed a global following”.

CEO Angelo Trocchia said: “We started 2024 with significant news on our licensed portfolio, with the early renewal of some of our most important partnerships. This new agreement now marks another milestone within our strategy.

“By transforming David Beckham into a perpetual license, we secure another cornerstone of our portfolio with one of the most successful eyewear brands of recent years. Since the beginning of our fruitful collaboration, we have always offered our customer and final consumers high-quality collections, which have grown the Eyewear by David Beckham collection to become a top male brand in the global premium segment and a great force in Safilo’s digital universe thanks to David’s global audience.

“We will continue to work together to further maximise the brand awareness and its global penetration.”

Via Fashion Network

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