TRENDSPOTTING: FIRST PERSON

5 Questions for…

Jan Rosenberg, new CEO of Silhouette International

Jan Rosenberg

The new CEO of Silhouette International, Jan Rosenberg, boasts an impressive background in leadership with international brands and sales. He was previously a member of the board at Triumph International and CEO of the CBR Fashion Group. In his new role with the Austrian-based, family-owned Silhouette, he assumes responsibility for marketing, sales, product development, design, and human resources.

Here, Rosenberg shares his vision for Silhouette—and independent ECP business growth—with Eyecare Business.

What are your goals for Silhouette?

Silhouette is a family-founded and still family-owned company with a strong DNA. My job as CEO is to lead our brands—Silhouette, adidas eyewear, and neubau—into a successful future.

The Silhouette brand will become much more consumer-centric and exciting. Keeping the strong DNA and refreshing the brand’s image is a must.

In the near future, we will have a more holistic and conceptual view on glasses—fresh and innovative lens shapes for our rimless business are in the center of our attention in order to refresh the brand and to attract style-driven consumers.

In the past, we’ve pushed boundaries when it comes to materials, quality, and weight of frames for full rims and chassis for rimless. Now it’s time to focus on frame and lenses—the complete eyewear package.

What makes Silhouette unique?

Silhouette is the market leader when it comes to minimalistic, iconic eyewear design. All our premium products are designed, developed, and manufactured in Austria. With our consumer-centric approach, we’ve become an expert in the fusion of technology and design to offer the best wearing experience. Our products are superior in quality, comfort, and innovation.

The use of best materials and production methods, environmental protection, and fair treatment of employees are as important for us as the best service for our partners.

How will Silhouette’s focus shift to meet changing consumer demands?

Our first priority is to refresh the brand on all touch points. No matter what our distribution policy will be in the future, we will strengthen our long-term partnership with our ECPs. Silhouette is offering premium eyewear, which deserves premium consultation through eyecare professionals.

How can ECPs compete with online sellers?

The key is competent consultation, a customized fitting, and service to create a unique experience for eyeglass wearers that keeps them coming back and sharing this experience with their peers. Silhouette offers the best in product training to equip ECPs with the know-how to offer not only the proper fit but also the right style for their customers.

How can ECPs successfully merchandise and sell rimless eyewear?

With rimless eyewear, ECPs have so many possibilities, not only with the eyewear, but with the sort of customer they can attract. The customization factor proves that with the right lens shape, tinting, etching, temple design, and other unique add-ons, rimless can be the right, fresh fit for any individual.

It’s also important to offer a wide range of options to choose from—with our new Shop-in-Shop fixture, you are able to merchandise our core rimless collections, as well as full-rim, Special Editions, and sun.