Safilo Group set to Acquire Spy and Serengeti Eyewear Brands from Bollé

Safilo Group, the Italian eyewear company and parent of Smith sunglasses, has signed an exclusivity agreement with Bollé Brands to acquire the Spy and Serengeti eyewear labels, the company announced.

The two U.S.-based brands, both known for sports and outdoor performance eyewear, generated approximately $39 million in combined sales in 2025. Financial terms of the acquisition were not disclosed.

Safilo said the deal aligns with its strategy of selectively acquiring brands that strengthen its presence in high-growth segments and enhance its portfolio, which already includes Smith, Carrera, Polaroid, and Blenders.

The acquisition positions Safilo to capture a larger share of the sports and outdoor eyewear market, leveraging synergies between its existing brands and the newly acquired labels.

Safilo leadership noted that the acquisition aligns perfectly with their long-term strategy of securing brands that offer both technical credibility and a loyal following. By bringing Spy and Serengeti into the fold, Safilo bolsters a proprietary portfolio that already includes heavyweights like Smith, Carrera, Polaroid, and Blenders.

The acquisition targets two distinct but complementary niches within the eyewear world:

• Spy: Known for its deep roots in action sports and "Rule No. 1" attitude, Spy is expected to provide a powerful boost to Safilo’s sport and outdoor channels. Its strong direct-to-consumer (DTC) infrastructure and credibility among athletes make it the perfect teammate for Smith.

• Serengeti: Positioned at the intersection of luxury and performance, Serengeti is world-renowned for its premium mineral lenses and driving-focused heritage. Safilo views the brand as a key asset for the high-end segment, offering a sophisticated American aesthetic backed by innovative lens technology.

The Safilo Ecosystem

The integration of these "house brands" provides Safilo with higher margins and greater creative control compared to its licensed business. However, the company remains a dominant force in the fashion world, continuing to manage prestigious licensed labels including:

• Carolina Herrera

• Etro

• Isabel Marant

• Juicy Couture

• Kate Spade New York

The company expects Spy to boost its position in sport and outdoor retail channels, complementing Smith with strong credibility among athletes and a solid direct-to-consumer presence.

Founded in 1994, Spy has built a loyal following in action sports communities, particularly in surfing, snowboarding, and motocross, with products known for their bold designs and performance features.

The brand's established e-commerce platform and direct relationships with consumers add a digital sales channel that complements Safilo's traditional wholesale distribution strength.

Serengeti, known for driving and outdoor sunglasses, is seen as a key asset in the high-end segment. The brand is distinguished by its premium mineral lenses and strong American heritage, supporting a positioning that blends luxury, innovation, and performance.

Originally developed for pilots, Serengeti's photochromic mineral glass lenses have maintained a reputation for optical quality and durability, commanding premium prices in a market increasingly dominated by lower-cost polycarbonate alternatives.

The brand's focus on driving sunglasses also opens opportunities in the automotive and lifestyle luxury segments where Safilo has been seeking to expand.

In addition to its owned brands, Safilo manages licensed eyewear collections for fashion houses including Carolina Herrera, Etro, Isabel Marant, Juicy Couture, and Kate Spade New York.

The company has been strategically shifting its portfolio mix toward owned brands, which typically offer higher margins and more control over product development, pricing, and distribution compared to licensed labels.

After the deal closes, Bollé Brands will continue offering its Bollé-branded sunglasses, ski goggles, and ski and bike helmets. The company has maintained a strong presence in winter sports and cycling markets.

By divesting Spy and Serengeti, Bollé Brands appears to be streamlining its portfolio to focus on its core Bollé brand across multiple product categories rather than managing separate eyewear-only labels.

The acquisition is subject to customary closing conditions and regulatory approvals. Safilo did not provide a timeline for completion but indicated it expects the transaction to close in the coming months.

The deal represents continued consolidation in the sports and outdoor eyewear market, where scale and multi-brand portfolios increasingly provide advantages in retail distribution, manufacturing efficiency, and marketing reach.