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CONFIDENCE FEARLESSLY PIONEERING

GLOBALLY

OUR VISION

7 OVER 40 YEARS EXPERTISE Sunshades History

11 BOUTIQUE Karen Walker | Vilebrequin | Dion Lee

13 YOUTH Le Specs | Seafolly | MINKPINK

15 FASHION sass & bide | Oroton | Morrissey

17 LIFESTYLE The Cancer Council | Glarefoil | Fish

21 KERING EYEWEAR DISTRIBUTION Luxury Eyewear Portfolio

23 THE FOREFRONT OF DESIGN Sunshades Design Process

25 RETAIL PARTNERSHIPS Agent and Retailer Relationships

27 WORLD CLASS SUPPLY CHAIN Warehousing and resourcing

29 MARKETING AND ENGAGEMENT Activations, POS and Social

31 PUBLIC RELATIONS Visibility and Celebrity Endorsement

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TO BE LEADING EYEWEAR INNOVATORS FOR PROFITABLE GROWTH

OUR MISSION

Over the past 40 years Sunshades Eyewear has proudly evolved from an antipodean domestic business into

an international powerhouse.

We are a privately owned Australian company that designs, manufactures, markets and distributes some of the world’s most compelling eyewear brands. The combination of hard work, innovation and a fearless approach to design has solidified us as a market leader

on fashion’s international stage.

A boutique portfolio of brands including Karen Walker, Le Specs and Seafolly showcase our expertise in dissecting the core features of various designers and interpreting their vision through conceptual and inspired eyewear collections. Most recently we have completed

the launch collections for Vilebrequin and Dion Lee.

With a firm belief that success follows success, our philosophy is that the journey for every brand starts with ensuring that all stages reflect

the unique personality that brand embodies.

Our strength lies in the obsession we have for all facets of the business. From the innate ability to distill a brands DNA, to pushing boundaries with the industry’s most innovative eyewear, to partnering with world renowned retailers – Sunshades Eyewear are true pioneers

in the highly competitive eyewear market.

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It’s no surprise that Australia’s premier eyewear company was born from the sands of Bondi Beach, arguably the country’s most famous sun seeking spot.

In 1969, the sun drenched coastline provided the perfect backdrop and inspiration for iconic businesswoman and entrepreneur Betty Lasse. A young mother, Lasse returned to the workforce when son Rodney Grunseit was just three months old, and ran a pharmacy on the busy shopping strip of Ramsgate Avenue while simultaneously establishing an eyewear business on neighboring Curlewis Street.

In 1974 Betty Lasse moved to focus solely on the growing eyewear business. Soon embarking on a trip to Asia where she established a direct supply chain with three manufacturers, of which Sunshades proudly still works with today.

In 2006, Betty Lasse sadly passed away while travelling the Silk Road, living her life with as much gusto as she had built her company. In memory of Lasse, a quote adorns a plaque at the front entrance to the company headquarters. The words ‘you can do it – be positive’, the last in a series of inspirational messages cemented in stone from a truly inspirational businesswoman.

Headed by Lasse’s son, Sunshades proudly remains a family-owned and operated business, continuing to grow with the unique spirit and drive to that Betty Lasse founded the company on over 40 years ago.

Betty Lasse was considered a pioneer in the eyewear industry and today Sunshades remains at the forefront internationally. The positivity of the Sunshades founder speaks volumes of the way in which the company was born, has grown and continues to achieve its many successes.

Sunshades Eyewear has grown into an International licensor and distributor of fashion eyewear selling in excess of 3 million pairs of sunglasses a year in over 30 countries.

TRANSFORM AGILITY

CONTINUOUS IMPROVEMENT

OUR MISSION

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Karen Walker lives in the sweet spot where chic meets eccentric. The collections have a reputation for their originality, quality, effortless style and sense of fun.

Karen Walker Eyewear focuses on taking extremes and pushing them together - masculine and feminine, tailored and street, luxury and non luxury, dark and super-cute. Karen Walker’s collections celebrate the anti ‘it girl’. These extremes are reflected in every handmade eyewear collection as an ongoing reference to the enviable position Karen Walker holds on the world fashion stage.

The spirit of 1970s Côte d’Azur lives on in Vilebrequin’s signature bright colours and vibrant prints.

Established in Saint-Tropez, with a focus on quality fabrics, a high level of creation and celebrated history, Vilebrequin designs and markets swimwear, accessories and resort-wear for men, women and children. Vilebrequin Eyewear is a classic and quality-focused product in the premium market.

World renowned for his experimental construction combined with traditional tailoring, Dion Lee has pioneered a modern identity for Australian fashion.

The Dion Lee aesthetic is technical with an intelligent sensuality. Each collection marries innovative construction, with a consciousness of the female form. Dion Lee [EYES] sees the translation of brand signatures to ready-to-wear eyewear. Mirroring a technical yet sensual aesthetic, athletic silhouettes evolve from construction driven design and truly unique perspective.

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With a reputation as the ultimate summer accessory, Le Specs developed an international cult following and has become a true trend-setter in the global fashion market.

Synonymous with youth fashion and driven by fearless design and innovation, Le Specs sets trends rather than following them. Defined by reinvention of classic shapes injected with sleek, modern attitude, Le Specs has forged its position in the market as a leading youth-driven and directional brand, worn by the confident and embraced by global tastemakers.

Since 1975, Seafolly has been at the epicentre of Australian beach lifestyle and has become one of the most recognized swimwear and beach lifestyle brands world-wide.

Summer holidays and beach escapes are integral to the Seafolly brand essence and its customers. Setting the seasons trends, Seafolly offers a fun, fashion forward and innovative range eyewear, comprising bold statement colour, contrasting textures and hardware to reflect the Seafolly brand philosophy.

With a philosophy that is vintage inspired, eclectic, cool and laid back, MINKPINK is stocked in more than one thousand boutiques worldwide.

Wild and playful, the MINKPINK girl fizzes with sassy personality, with MINKPINK known for trend-driven designs. The brand continues to inspire, support and encourage a diverse female market, all lovers of fashion, festivals and music.

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sass & bide is an Australian designer label, dedicated to the strong, the obscure & the beautiful.

Evolving from a cult favourite to an international design sensation, sass & bide has thrived from the eclectic spirit of its designers & their defined vision. Their collections incorporate all that is synonymous with the brand, from strong modern silhouettes to eastern tribal influences. With a focus on distinctive hardware, signature colours and contradictions in design, the collection epitomises modern luxury and contemporary fashion attitudes.

An Australian leader in contemporary style, both modern and timeless, Oroton is upmarket but attainable, beautiful and practical.

Steeped in a 75 year history, the Oroton collection draws from its heritage while interpreting international trends for a distinct and distinguished ‘O’ enthusiast. The Oroton eyewear collection offers premium handmade eyewear for women of all ages, combining sophisticated elegance and optimum product quality. Every frame is handcrafted using exclusively selected acetates and optical grade monel metal materials.

Morrissey frames are handcrafted and assembled by state-of-the-art manufacturers renowned for their quality and innovation.

Every frame is designed in Australia and reflects the rich heritage of an Australian fashion icon. Each collection adopts age old techniques for shaping each individual frame, passing through 200 pairs of hands for finessing before the frame is completed. This craftsmanship and high attention to detail is evident when you see and feel the frames.

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Developed for performance, protection and comfort, Glarefoil Polarised is the ultimate in affordable sports lifestyle eyewear.

Glarefoil Polarised lens technology has been designed for optimal glare-free vision at an affordable price. Premium sports features include; rubberised grip, adjustable nose pads and spring hinges specifically designed for active people. Performance styling and streamlined silhouettes provide optimal fit and comfort.

As Australia’s most trusted brand, The Cancer Council collection seamlessly combines function and fashion.

The mission of Cancer Council Australia is to minimise the threat of cancer through sun-smart prevention, early detection, best treatment and support services for every Australian. Cancer Council sunglasses provide maximum sun protection accessible to all Australians through affordable pricing. By purchasing sunglasses from the Cancer Council range proceeds help fund research, education and patient support across Australia.

Fish Polarised is the optimal water sports eyewear solution, designed specifically for the water enthusiast.

Fish Polarised sunglasses are the ultimate glare-free solution, providing maximum protection and comfort. Fish polarised sunglasses offer a wide variety of lens tints suitable for salt water and freshwater fishing environments, instantly improving depth perception. The cohesive collection includes lightweight, soft touch polycarbonate frames and spring hinges providing superior comfort and functionality.

OUR MISSION

TRUSTED PARTNERS COLLECTIVE

SUCCESS

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Our expertise as leading eyewear brand managers extends into the Australian & New Zealand distribution for the Kering Eyewear brands.

Established in 2014, Kering Eyewear is part of the Kering Group. A world leader in apparel and accessories which develops an ensemble of powerful Luxury and Lifestyle brands including Bottega Veneta, Saint Laurent, Gucci, Alexander McQueen, McQ,

Stella McCartney and Boucheron.

Our evolution into distribution harnesses our knowledge of the local market, demonstrated skills within managing fashion eyewear and complimenting our own well-established portfolio of non-competitor brands. We are proud to continue offering

leading eyewear solutions for valued partners and their customers into the future.

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Focusing on design integrity and innovation ensures that Sunshades Eyewear is always at the cutting edge of the eyewear market. With over 40 years in the industry, our dedicated design team are always at the forefront of fashion across all categories to ensure a position in every niche; our expertise builds collections around styles and trends that haven’t previously been

presented.

The Sunshades Eyewear design team has the proven ability and capacity to collaborate with all sectors of the market.

With expertise in trend forecasting and audience segmentation, our designers work to deliver superior product to suit every customer. This approach has resulted in a portfolio that bridges the gap from private label to ranges inherit to the DNA of established global brands. In the ever-changing brand landscape our natural collaboration instincts have led to a market leading portfolio that reflects diverse brands, nurtured consumer audiences and ability to add individual personality to product, experience and promotion.

With extensive experience in producing fast-turning private label ranges for leading retailers worldwide, we offer a comprehensive indent and MTO programme for eyewear design and manufacturing.

Sunshades designers work in partnership with brand managers and retail buyers to design and create collections specific to each brand and market. Working across a vast amount of channels and markets provides Sunshades the ability to develop product to satisfy all pricing targets.

Our team are consistently travelling internationally for design inspiration, sourcing and trend forecasting.

From fearless, statement-making styles to those with universal and mass-market appeal, our teams ability to identify upcoming trends to suit an individual eyewear market and produce a ‘best seller’ is second to none. Using this experience, Sunshades Eyewear works with several retailers and brands on consultancy in design, planning and marketing.

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Working alongside the industry’s most sought after agents and distributors has seen Sunshades’ stockist list become the envy of the eyewear world. With the benchmarks for integrity and longevity set at an unmatched high, we strategically align our brands with only the most influential retailers.

By nurturing and protecting distribution we have become a best-seller in retailers such as: On Pedder, Lane Crawford, Net-a-Porter, Shopbop, Ssense, The Corner, LUISAVIAROMA, Matches, Browns, I.T, Revolve, colette, Barneys, Saks, Intermix, Liberty and Harvey Nichols. Sunshades products are distributed to 50+ countries throughout Europe, North America, South

America, Asia, Oceania, The Middle East and Africa.ONLINE | DUTY FREE BOUTIQUE OPTICAL | DEPARTMENT STORE

OPTOMETRYFASHION BOUTIQUE

ONLINE

DUTY FREEPHARMACYLIFESTYLE

ACTION SPORT DEPARTMENT STORE

YOUTH

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Sunshades Eyewear’s competitive advantage and one of its major strengths, is the ability to access readily available resources to provide and manage end-to-end solutions.

With over 45 years’ experience, Sunshades has established foundations, partners and infrastructure to provide services that range from; product development and design, product sourcing and manufacturing, merchandise planning and forecasting, warehouse storage and distribution to directly managing and servicing the retailer. Sunshades Eyewear has succeeded in building an exclusive, design-led eyewear business selling in excess of 3 million pairs of sunglasses a year in over 50 countries.

We continue to expand our portfolio and build presence globally with innovative and engaging brands.SUNSHADES WAREHOUSE

INTERNATIONAL WAREHOUSINGVENDOR MANAGEMENT

E-COMMERCE EDI | RPO

GLOBAL DISTRIBUTION SYSTEM INTERGRATION

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With experience and proficiency across traditional, experiential and digital marketing, the Sunshades marketing team construct specialised marketing calendars designed to gain market share while

remaining true to each unique brand DNA.

The team includes an in-house graphics and photography department who work closely with brand managers to bring each brand to life and to ensure integrity. The annual marketing strategies for each brand include a mix of international and national PR, social media, advertising, outdoor campaigns, photography shoots, fashion show sponsorship, media and customer events,

window display, point of sale, staff incentives, training and online marketing.

Taking seasonal campaigns to the next level our teams work with leading global agencies and partners to amplify campaign breaks across print, digital and influencer media.

Seasonally And where applicable, we also ensure that eponymous eyewear product is available for inclusion within runway presentations to ensure visibility as part of a brands seasonal fashion message. This work also extends into programs for window and experiential activations around a key seasonal message, story or product.

Actively working with key influencers directly or via agencies, stylists or managers ensures that our eyewear brands continue to be on high rotation within the covetable street-style shots that form daily content across social and digital platforms.

The power of conversion from well considered and targeted social placement delivers strong competitive advantage and utilises platforms/audiences that are always seeking the latest, newest and most inspiring content.

In the world of retail and the competitive nature of floor-space, our approach is a standardised and consistent approach to in store presentation.

Be this an on-brand product fixture or visual display tools that offer flexibility of application yet maintain a premium and high standard. With the increasing impact of digital technology within the consumer journey our in-house graphics team also work to create ever more engaging seasonal assets that ensure our brand stay front-of-mind.

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Working with a portfolio of leading global agencies our team is able to take-the-lead and create dialogue with the brands established network, to drive invaluable visibility for the eyewear business.

This includes seasonal campaign launches, lucrative celebrity/KOL gift programs, product placement, proactive pitches and reporting on activity. Increasingly this aspect of work is integrated into the programs of key channel partners with even more attention to the customer and their path-to-[purchase, delivered seamlessly from the first introduction of brand or product.

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SOLUTIONS DRIVENCOOPERATIVE CARINGCONFIDENT HUMBLE

OUR VALUES

WE ARE

PO BOX 7217 ALEXANDRIA, NSW AUSTRALIA, 2015 +61 8303 7300 | ENQUIRIES@SUNSHADESEYEWEAR.COM.AU

WWW.SUNSHADESEYEWEAR.COM.AU | @SUNSHADESEYEWEAR