On April 21, Safilo Group, a global player in the eyewear industry, took the next step in its growth strategy. The company announced that it has signed an exclusivity agreement with Bollé Brands for the acquisition of Spy+ and Serengeti.
Through the acquisition of these two brands—Spy+, which has a strong presence in the sports/outdoor segment, and Serengeti, which holds an established position in the high-end eyewear market—the company aims to simultaneously restructure its portfolio and strengthen its revenue base.
Summary
- Safilo signed an exclusivity agreement with Bollé Brands to acquire Spy+ and Serengeti
- Spy+ operates in the sports and outdoor segment, while Serengeti is positioned in high-end eyewear
- The two brands generated approximately $39 million in combined revenue in 2025
- The acquisition aligns with Safilo’s strategy to strengthen its presence in high-growth segments
- The transaction remains subject to regulatory approvals and customary closing conditions
Strengthening the Sports Segment and Expanding DTC Capabilities
Spy+, one of the acquisition targets, has built a solid position in the sports sunglasses market. The brand has earned strong credibility among athletes and core consumers, establishing long-term trust and brand equity.
For Safilo, a key advantage lies in Spy+’s strong complementarity with its existing brand Smith. This synergy is expected to enhance the company’s product offering within the sports/outdoor channel while enabling it to reach a broader customer base.
In addition, Spy+ has established a meaningful presence in the direct-to-consumer (DTC) channel, making it highly compatible with Safilo’s ongoing digital and direct sales strategy. Its addition is not merely a portfolio expansion but also a driver of evolution in distribution and channel strategy.
Serengeti as a Strategic Move into the High-End Segment
Serengeti, the other key pillar of the acquisition, has developed a distinct position in the high-end eyewear market, supported by its long-standing heritage and technical excellence. In particular, its high-quality mineral lenses serve as a strong differentiating factor.
Moreover, the brand’s American heritage represents a valuable asset in luxury storytelling. Combining functionality, aesthetics, and brand legacy, Serengeti aligns well with current premium consumer trends.
For Safilo, acquiring Serengeti represents more than just an expansion into higher price segments—it signals a strategic entry into a new positioning at the intersection of luxury and performance.
Evolution of Portfolio Strategy
This transaction is positioned as an extension of Safilo’s strategy of selectively investing in high-growth segments. The two acquisition targets, Spy+ and Serengeti, generated approximately $39 million in combined revenue in 2025, representing a strategic foothold for the company in new growth areas.
Safilo already operates a diversified portfolio that includes brands such as Carrera, Polaroid, Smith, and Blenders, covering a wide range of price points and market segments.
With the addition of Spy+ and Serengeti, the company is expected to further strengthen a portfolio that spans both the sports and high-end segments. This expansion has the potential to create a more multidimensional brand structure across pricing, usage, and customer demographics.
The completion of the transaction remains subject to regulatory approvals and customary closing conditions, and has not yet been finalized.
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