Industry News
Menrad Introduces Bogner Eyewear Collection
A few months ago, Menrad was awarded with Bogner's eyewear licence. Bogner is a well-known Munich fashion company. As an internationally successful lifestyle and sports fashion company, Bogner stands for exclusivity and quality. With over 85 years of family tradition and constant innovation, Bogner has established itself as a global pioneer. The brand succeeds in combining sporty functionality and expressive style like no other. The character of the high-end sports fashion is always cool and chic, but not exaggerated. Bogner fashion takes place in a high-quality atmosphere as well as on the street.
“A new chapter in the world of Eyewear is beginning for us,” says Andreas Baumgärtner, CEO of Bogner. “Bogner stands for luxury in sport and fashion. We combine the best of both worlds – luxury sports fashion. That means we have to offer Eyewear collections that offer a functional focus coupled with high fashion and luxury.”
With this partnership, Willy Bogner GmbH & Co. KGaA is further expanding its successful licensing business and thus the lifestyle world in a targeted manner: the brand has already granted licenses for Shoes, Bags, Ski Equipment, Gloves and Guest Amenities to international key players. The Bogner apparel and licensed collections are currently distributed worldwide in more than 50 countries and sold by more than 6,500 retail partners, own stores, partner stores and shops-in-shops.
“Menrad stands for design, quality and reliability. We use only the best materials, take the latest technologies into account and follow international trends in Eyewear fashion. Our companies have the same values. We look forward to a long and successful partnership,” say brothers Eberhard and Herrmann Müller-Menrad, the owners and managing directors of the family business Menrad the vision.
The current eyewear collection was designed according to these values and its core themes represent the brand's self-image as a modern and approachable trendsetter to 100% . However, when it comes to creative ideas, premium quality and wearing comfort are never neglected.
The most striking feature of the models are the side shields, which are otherwise mostly known from ski slopes. Based on iconic glacier safety eyewear, Bogner transfers this striking detail into prescription frames for the first time. This uniquely cool stylistic element is representative of the collection and embodies the creative and sporty Bogner DNA. The side shields are consistently represented and provide special highlights. Colour-coordinated in each case, they meet every taste in different sizes and variations from reduced to flashy.
The versatility of the frame materials is also new. The characteristic lens shapes are consequently available in every frame - from metal to acetate to combination models. They can even be purchased as sunglasses. For men, these are the sporty pilot lens and the unagitated caravan lens. Women can also choose between the impressive Cat-Eye and a more moderate lens shape. These key discs are thus interpreted several times and presented in different ways. In each frame they unfold a contrasting effect and fit perfectly into various faces. In addition, the wide choice of colours serves every taste. The branding is also authentic: as with clothing, the rubberised Bogner logo is incorporated in the ends of the hangers. It not only distinguishes a highquality brand product, but also fulfills an additional consumer-friendly function. The slightly protruding semi-circle on the inside acts as an anti-slip protection and thus increases the sporty comfort of the eyewear models. The side protection is additionally decorated with a fine engraving.
