Safilo Moves to Snap Up SPY+ and Serengeti in Bold Portfolio Play

Italian eyewear giant signs exclusivity agreement with Bollé Brands to acquire two iconic American labels

Safilo Group has taken a significant step toward expanding its stable of owned brands, announcing it has signed an exclusivity agreement with Bollé Brands for the acquisition of sports eyewear label SPY+ and premium optics brand Serengeti.

The Padua-based group confirmed the deal on 21 April, noting that completion remains subject to consultation with relevant regulatory bodies and customary closing conditions.

The move is consistent with a strategy Safilo has been telegraphing to the market: one centred on acquiring brands that can bolster its foothold in high-growth segments. Its existing home brand portfolio already includes Smith, Carrera, Polaroid and Blenders.

Together, SPY+ and Serengeti reported combined sales of approximately USD $39 million in 2025.

SPY+ to strengthen sport and outdoor credentials

For eyecare practitioners stocking sport and outdoor performance eyewear, the SPY+ acquisition is the headline move. The Californian-born label has long held strong credibility among athletes and active consumers, and Safilo sees it as a natural complement to Smith, another sport-focused brand in its stable.

SPY+ also brings with it a well-developed direct-to-consumer channel, which aligns with the broader omnichannel ambitions Safilo has been pursuing in recent years.

Serengeti adds premium heritage play

The Serengeti acquisition is likely to draw attention from practitioners operating at the premium end of the market. The brand, which has decades of heritage behind it, is best known for the quality of its mineral lenses and a distinctly American positioning at the intersection of luxury, innovation and performance.

Safilo describes Serengeti as a "key asset" for its push into high-end eyewear, a segment where differentiation through lens technology and provenance storytelling can carry significant weight with discerning consumers.

A growing portfolio with global reach

Safilo Group, which recorded net revenues of €983.4 million in 2025, already distributes across approximately 100,000 points of sale globally through a wholly owned subsidiary network spanning 40 countries. Its licensed brand roster reads like a who's who of fashion, from BOSS and Tommy Hilfiger to Marc Jacobs and Kate Spade New York.

The addition of SPY+ and Serengeti, if completed, would mark a continuation of Safilo's deliberate pivot toward building and owning brands with authentic roots in sport, lifestyle and premium optics, segments that have proven resilient in the face of broader market pressures.

For Australian optical retailers and independent practitioners, the deal signals that Safilo is doubling down on its sport and premium credentials, categories that continue to attract strong consumer interest locally.

Further details on the transaction are expected once regulatory consultations are finalised.