WMIDO - Milano Eyewear Show - February 4-5-6 - 2023
Lars_Flyvholm design eyewear group

Craving MIDO: a talk with Design Eyewear Group.

January 21 2022

MIDO is back, in person and in complete safety, at the Fiera Milano Rho venue from 30 April to 2 May 2022. The event is set to be a must-do for the whole sector, both in terms of its role as a privileged observatory and as an international point of reference in the worlds of design, fashion, culture and business. MIDO is also a hub that reflects an entire industry, for reflection and rethinking about eyewear in all its aspects and details, a showcase for final users. As the next important edition approaches, we have interviewed some of the key players.

Today we give the floor to Lars Flyvholm, CEO of Design Eyewear Group.

There is a very nice sentence on your site: "Design is the heart of our company": could you please explain us it?

For us, design is an integral part of everything we do. All our models of all seven brands are designed by our internal designers, whom are based in France and Denmark. All our brands are proprietary; our own design, with a distinct profile and heritage, build on up to 50 years of eyewear design experience. While the expression is very different from one brand to another, one common denominator is that the frames are always “wearable” and of high build quality.

You have several cutting-edge proprietary brands: how do you manage to make them coexist? Is there differentiation at the target audience level?

Thank you! As mentioned above, each brand has it’s own distinct DNA, and in that regard also it’s own target group. For the designers, this is always the starting point for each new model, and this is how we secure that they can all coexist. We have many optical customers around the world who buy 3, 4 and even some all 7 brands from us, as they can easily co-exist within the same practice.

How is your worldwide distribution articulated?

We have close to 100 sales reps selling exclusively our brands in Europe and North America, and in other parts of the world, we work with strong distributors.

You have been exhibitors at MIDO for several years. Why did you decide to confirm your presence at the 2002 edition?

MIDO, is an important fair for us, not only for the Italian market, but also for many markets from abroad, especially Asia, South and Eastern Europe as well as the Middle East.
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WMido – World Weekly Wonder – is the editorial project of MIDO, the world's leading international Optics, Optometry, Ophthalmology exhibition. WMido is designed to give timely, comprehensive eyewear-related news, with a keen eye on the parallel worlds of fashion and design. The latest news, in-depth reports, interviews, and comments so that readers will not miss out on anything and can stay connected with the business world and the market.