LensCrafters 2010 Annual Report Download - page 31
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DISTRIBUTION | 29 >
David Clulow
In Europe, Luxottica operates David Clulow, a premium optical retailer operating in the United Kingdom
and Ireland, predominantly in London and the South East of the United Kingdom. The brand emphasizes
service, quality and fashion. Its marketing is targeted to reinforce these brand values and build long-term
relationships with customers. In addition to operating optical stores, David Clulow operates a number of
sunglass concessions in upmarket department stores, further reinforcing its position as a premium brand in
the United Kingdom. As of December 31, 2010, David Clulow operated 76 locations.
Bright Eyes
First established in 1985, Bright Eyes is one of Australia’s largest and fastest-growing sunglass chains, with
127 sunglass stores across the continent. As of December 31, 2010, Bright Eyes operated 52 corporate
store locations and 75 franchise locations, mostly in tourist resorts and high-traffic areas.
Oakley Stores and Vaults
As of December 31, 2010, the Group operated 160 Oakley “O” Stores and Vaults worldwide, offering a
full range of Oakley products including sunglasses, apparel, footwear and accessories. These stores are
designed and merchandised to immerse consumers in the Oakley brand through innovative use of product
presentation, graphics and original audio and visual elements. In the United States, Oakley “O” Stores
are in major shopping centers. Oakley’s retail operations are also located in Mexico, Europe and the Asia-
Pacific region.
E-commerce sites
Another important sales channel is e-commerce, including the Sunglass Hut, Oakley and Ray-Ban websites
(www.sunglasshut.com, www.oakley.com, www.ray-ban.com), which are complementary to the retail
operations and international distribution. The websites allow consumers to purchase products as efficiently
as possible, increasing awareness of brands, improving customer service and communicating the brands’
values and essence.