Design Eyewear Group CEO Lars Flyvholm Discusses Menrad Acquisition and Global Strategy at SILMO Paris

At SILMO Paris, Design Eyewear Group CEO Lars Flyvholm detailed the company’s expansion into German markets via the Menrad acquisition. He highlighted plans to reignite Menrad’s heritage through a new design office in Berlin, marking DEG’s growth from boutique roots to a global house of Danish, French, British, and German brands. Flyvholm emphasized that while product design is central, success requires supporting independent opticians with staff training, sell-through assistance, and quick delivery to counter retail consolidation. Drawing on his background at Bang & Olufsen, he stressed maintaining distinct brand DNA across the portfolio while fostering an international, people-first corporate culture.