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Sunglass Hut

Find your cool


With the US market fully penetrated and the competition heating up, Luxottica, the world’s biggest eyewear company, wanted to develop the optimum brand strategy for its retail brands to satisfy fashion partners, real estate developers and consumers in the premium sunglass category.


Wolff Olins was hired to help Luxottica answer the big questions: How far could the Sunglass Hut brand stretch? Should it build one or two brands? If the answer is two, what would each stand for, how would they avoid cannibaliSation, and should they be marketed as strong sibling brands, each with its own area of expertise and focus, or as entirely separate entities?

With these questions answered, we worked together with the Sunglass Hut team to define the big idea behind the brand and clearly distinguish it from its new upscale sister – Ilori. We defined how the idea of “find your cool” would manifest itself in all aspects of the business. We recommended retaining the Sunglass Hut name rather than adding the acronym SGH and created a fresh modern identity and retail experience that would shed its old image for good.


Sunglass Hut is the world’s leading and widest reaching speciality premium sunglass retail chain. Since the new brand launch Sunglass Hut has opened over 100 new stores and created a presence in key emerging markets. It now has 2,113 stores in 20 countries worldwide. Sunglass Hut continues to harness strategic partnerships and exclusive deals to increase the value of its licensed brand portfolio. In 2008 Sunglass Hut generated 80% of Luxottica’s sales which topped €5 billion.