FIRST PERSON
5 Questions for…
Lionel Giraud, Vuarnet CEO
begun in 1957 through a partnership between Olympic skiing icon Jean Vuarnet and optician and innovator Roger Pouilloux, Vuarnet has grown into a legendary brand with ups and downs that have taken it in and out of the U.S.
But the company is rising again under Lionel Giraud, the new CEO with a track record at Cartier, Chaumet (LVMH), and André. Here he discusses what’s next for Vuarnet.
eb: Vuarnet is undergoing changes, can you explain what will be happening?
lg: In the past, the brand was split into two parts; optical/sunglasses in one hand and fashion/accessories in the other hand, so it was not really conducive to one single vision. I’m not trying to restructure the brand, I’m trying to unify the vision of Vuarnet.
For the first time in Vuarnet’s history, we will put forth one single brand. Apparel and optical offerings will now have the same approach, same vision. We will be able to launch as a global brand and we can globally monitor Vuarnet, which is not how the brand operated in the past.
eb: How does Vuarnet fit into the optical market?
lg: In terms of brand position, we are not solely fashion or luxury—we are technical experts with a focus on precision and quality. In fashion, there is renewal and trends every season; it’s all about change.
This is not what I want to do with Vuarnet, because the brand is about timelessness, authenticity, and developing a product for more than one season.
We are not a luxury brand in the sense we are not just expensive; we are not an ornamental brand—we are a first-rate brand with our own savoir-faire. With this approach we will reposition ourselves in the U.S. market. It will be what truly differentiates Vuarnet amongst competition.
eb: The luxury market is changing with consumers playing down their branding. Where will Vuarnet fit in?
lg: I consider Vuarnet a niche brand. We’re a smaller brand today compared to our past, which is good.
We know that we have some key assets like our mineral lenses, and know that we need to promote Vuarnet’s mineral lenses with the best clarity, protection, purity, etc., etc., but it takes time to educate our retailers, consumers and the media.
eb: How will you reintroduce Vuarnet in the U.S.?
lg: When you want to develop a local business, you need quality products and exceptional people.
The most important thing is that we have hired the right team to relaunch the brand and redevelop it in the U.S.
The team is led by Lucio Lozza; he’s a great professional. To relaunch the brand with someone who has many years inside the business, knows the business very well, and knows sunglasses and optics; that is essential. He will be able to launch the product with the proper distribution.
eb: How will you work with optical shops adding Vuarnet products?
lg: We want to promote the brand with the phenomenal opticians and sport boutiques in the U.S. market.
My main goal is to prove to customers and opticians that when you wear Vuarnet sunglasses, it’s another world, with an uncompromised vision. It’s not like anything else out there, it’s pure optical quality, and it’s very different from a fashion brand.
As we are not a big brand, we are an emerging brand. And we will do it properly, step-by-step.
For more of this interview, visit the “Web Exclusives” section of EyecareBusiness.com
THE PERSONAL TOUCH
What’s your favorite vacation spot?
The small island Lombok, by Bali
What apps/tech tools do you use the most?
I just got an iWatch
What are you currently reading?
“I Am Pilgrim” by Terry Hayes