LensCrafters 2009 Annual Report Download - page 21

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BRAND PORTFOLIO | 19 <
HOUSE BRANDS
In 2009, Luxottica developed approximately 500 distinct new styles within its house brands, of which 300
are optical and 200 are sun. Each style is typically produced in two sizes and fi ve colors.
Ray-Ban
Style, tradition and freedom of expression are the key values underpinning the philosophy of Ray-Ban, a leader
in sun and prescription eyewear for generations. Debuting in 1937 with the Aviator model created for American
Air Force pilots, Ray-Ban joined Luxottica’s brand portfolio in 1999. Ray-Ban is recognized for the quality and
authenticity of its eyewear and is worn by countless celebrities and trendsetters all over the world.
Oakley
Acquired by Luxottica in 2007, Oakley is a leading sports eyewear brand, known for its blend of technology,
design and art across all its products. In addition to its sun and prescription eyewear and ski goggles, it
offers branded apparel, footwear and accessories in collections addressing specifi c consumer categories:
Sport/Active, Lifestyle and Women. Oakley is also well-known for its lens technologies, and especially its
High Defi nition Optics® (HDO®).
Arnette
Launched in California in 1992, Arnette was acquired by Luxottica in 1999, and combines the comfort and
functionality demanded by extreme sports enthusiasts.
Eye Safety Systems
Acquired in 2007, ESS designs, develops and markets advanced eye protection systems for military, fi re-
fi ghting and law enforcement professionals and is a leading supplier of protective eyewear to the US
military and fi refi ghting markets.
K&L
Created in 1989, Killer Loop joined the brand portfolio in 1999. It gradually evolved from a general sports
style to embody a more "urban" spirit. In 2008 it took on a new name, K&L, and launched a project for
collections specifi cally addressing the preferences of consumers in emerging markets, but maintaining
global distribution.
Luxottica
Launched in 1967, the Group’s original line best conveys the experience and tradition that are its essence.
The brand broadened its range with Luxottica Titanium, a collection for people who prefer super-light-
weight frames of elegant design.
Mosley Tribes
Launched in 2005 and part of Luxottica’s brand portfolio since 2007, Mosley Tribes combines design and
aesthetics with a vision of the urban lifestyle and sports performance worlds. The sleek and stylish frames
use titanium and injected plastic for a lightweight design, ideal for active individuals. Most frames feature
advanced lens technology.
Oliver Peoples
Oliver Peoples began in 1987 with the introduction of a retro-inspired eyewear collection created by de-
signer and optician Larry Leight. All eyewear is handcrafted from the fi nest quality materials, in colors
exclusive to Oliver Peoples. Frames are manufactured in limited quantity and with deliberate anti-logo
labelling so that only people "in the know" will recognize them.