Silhouette Opens First German House of Silhouette in Hamburg

Silhouette opened its first "House of Silhouette" location in Germany, situated in Hamburg. This marks the second store of this format globally, following an initial opening in Vienna. The Austrian eyewear manufacturer aims to expand direct customer access through these retail spaces while promising optical retailers greater proximity rather than new competition. Tom Smits, Managing Director for Germany and Switzerland, and Michael Schmied, Co-owner and Chief Sales Officer of Silhouette, officially inaugurated the Hamburg site. The company references experiences from the Vienna location to demonstrate that direct-to-consumer channels and wholesale partnerships can coexist.