Pairing premium eyewear with premium service and support is at the heart of the global company’s strategy in Australia.
In just four years, Italian leading eyewear player Marcolin has established itself within the Australian optical market.
Renowned for its premium, high-end frames, the company has worked hard to pair its product offering with support and service for optometrists.
“You don’t sell in; you sell out. If the optometrist doesn’t sell the product, you don’t get a replenishment order. Success in sales comes from the replenishment, not the first order,” explains Mr Alessandro Marchi, general manager of Marcolin Australia.
This philosophy has been at the core of Marcolin’s business strategy since it opened its Sydney office, focusing on delivering both luxury eyewear and the tools necessary to help its customers thrive in a competitive industry environment.
Founded over six decades ago in Italy’s Veneto region, Marcolin’s portfolio features some of the most prestigious names in fashion, including Tom Ford, Pucci, Guess, Zegna, and Max Mara.
These brands have been introduced to the Australian and New Zealand markets, where Marcolin aims to cater to a broad demographic spectrum by offering an extensive selection of high-end products.
This broad offering was further expanded in 2023, when Marcolin acquired the German eyewear manufacturer ic! berlin GmbH, known for its innovative and stylish frames.
The company is also set to bring new collections from globally acclaimed brands, such as Christian Louboutin and Abercrombie & Fitch, to Australia in 2025.
However, Marcolin believes its success in Australia is not solely attributable to its impressive brand line-up.
The company has placed a strong emphasis on after-sales support and marketing, ensuring that its retail partners, ranging from independent optometrists to boutique stores and department chains, receive tailored solutions.
This includes in-store displays, digital marketing materials, and customised retail strategies designed to meet the unique needs of each business.
“At Marcolin, we believe exceptional service is integral to the long-term success of our retail partners,” says Marchi.
“We work closely with our clients, offering warranty services, customer care, and post-purchase support to give them and their customers the confidence to continue investing in our products.”
This dedication to service, combined with the company’s premium product offering, has strengthened Marcolin’s reputation as a reliable and professional partner in the luxury eyewear space.
According to Marchi, “when you sell premium brands, you must also provide premium service – the two are inseparable.”
As Australia’s optical market becomes increasingly competitive, he says Marcolin is well-positioned to continue its growth.
The company’s support for independent optometrists and local chains remains a central focus, with its combination of high-quality products and dedicated service offering a significant advantage.
Marcolin’s success in Australia is a testament to its strategic focus on brand excellence, comprehensive support, and customer engagement.
As it continues to introduce new brands and expand its reach, the company believes it is poised to play a leading role in shaping the future of the Australian luxury eyewear market.
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