The deal strengthens the Group’s presence in the sport/outdoor and premium segments, expanding its brand portfolio and supporting its growth strategy.
Safilo Group announces today that it has signed an exclusive agreement with Bollé Brands aimed at acquiring SPY+ and Serengeti, two iconic U.S. brands operating in the sport/outdoor and premium eyewear segments. The completion of the proposed transaction remains subject to the completion of consultation procedures with the relevant bodies and customary closing conditions.
The transaction is in line with Safilo’s previously outlined strategy, focused on selective acquisitions of brands capable of strengthening the Group’s presence in high-growth potential segments, further enhancing its proprietary brand portfolio, which includes Smith, Carrera, Polaroid and Blenders.
SPY+, an authentic and well-established brand in the world of sports and sunglasses, will further strengthen Safilo’s presence in sport/outdoor distribution channels, thanks to its strong complementarity with Smith. The brand enjoys solid credibility among athletes and consumers, as well as a well-established presence in the direct-to-consumer channel.
Serengeti, with decades of heritage, will represent a key asset for Safilo in the premium eyewear segment, distinguished by the excellence of its mineral lenses and a strong American legacy. These elements support its premium positioning at the intersection of luxury, innovation and performance.
In 2025, SPY+ and Serengeti recorded combined sales of approximately $39 million.
Photo courtesy of SPY Optic