Design Eyewear Group (DEG) – behind many iconic eyewear brands found in Australian independent optical practices – has acquired the Menrad brand and secured licensing agreements with Jaguar, JOOP!, and Morgan.
The expansion of Design Eyewear Group’s brand portfolio followed insolvency of Menrad, a German eyewear manufacturer that previously held licenses for the eyewear labels also involved in the deal (mentioned above).
Design Eyewear Group will be taking over full proprietary ownership Menrad, including its design rights and technical assets while the licensing deals mark “an exciting new chapter”.
“These brands each bring a distinctive identity, established customer base, and international recognition that align with our values and expertise in eyewear design and distribution,” a Design Eyewear Group statement said.
“With the addition of these brands, we’re strengthening our presence, especially in Germany, and we also see major potential to expand in the US, Canada and other major eyewear markets globally.”
Design Eyewear Group develops some of the most well-known eyewear brands in the independent Australian optical scene such as ProDesign Denmark, Face à Face, William Morris London and WOOW, plus more. These are brought to the national market through its relationship with Melbourne-based Eyes Right Optical.
“For Eyes Right Optical, as the key distributor in Australia for Design Eyewear Group, we will wait and see what this means for us,” said managing director Mr Mark Wymond who’s gearing up for ODMAFair25 in Sydney later this month.
“There is always opportunity to take on new collections from around the world, we are always very selective in the brands we represent. The Menrad stable has a long history of creating and designing quality eyewear that has resonated with our market and it will be very exciting to see where Design Eyewear takes those brands in the future.”
Mr Lars Flyvholm, CEO of Design Eyewear Group, said a key factor in the acquisition was his company’s reputation for stability and longevity, with deep industry knowledge and strong customer relationships.
“This portfolio expansion reinforces our long-term strategy: to offer a diverse, high-quality selection of eyewear brands that resonate globally and reflect individual expression,” he said.
“The license owners have shown strong enthusiasm for partnering with us – not only because of our distinctive design profile and our ability to translate brand DNA into compelling eyewear collections, but also due to our solid track record, established market presence, and well-developed sales and distribution network in Europe and North America.”
Flyvholm noted that “entering the world of licensing marks an exciting new chapter for us”.
“It’s a natural evolution of our design expertise and global presence – and it opens the door to fresh opportunities for growth. We’re committed to working closely with license owners, combining their deep brand knowledge with our strengths in product development and distribution,” he said.
“Each eyewear collection will be crafted in close alignment with the brand’s identity, ensuring every frame reflects the DNA that customers know and trust. We look forward to sharing more as development begins across these new lines.”
Design Eyewear Group took over the brands from 10 June 2025.
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