Silhouette Group Expands German Retail Presence with Second Hamburg Showroom

On October 1, 2026, Silhouette opened its second House of Silhouette showroom in Hamburg's Kaisergalerie, following the initial launch in Vienna in late 2024. The concept integrates the full brand world of Silhouette, Evil Eye, and Neubau into a single location, featuring five staff members including two master opticians. Tom Smits, Managing Director for Germany and Switzerland, emphasized that the store is not intended to compete with traditional retailers but to serve as an extension of their offerings. Partner opticians can bring clients to view premium collections they cannot stock locally, with sales revenue ultimately credited back to the partner. The facility includes significant storage space to assist nearby shops with immediate inventory needs.

The Austrian eyewear manufacturer Silhouette Group opened its first "House of Silhouette" location in Germany in early October 2026, establishing a new retail presence in Hamburg. This site marks the second global branch of this specific store concept, following an existing location in Vienna. Spanning approximately 120 square meters, the Hamburg store features various eyewear brands and consultation services within a dedicated brand environment. Around 160 guests from media, culture, and entertainment sectors attended the opening event. FOCUS Augenoptik reported on the expansion and store concept in its October 2026 issue.

The Silhouette Group opened its new HOUSE OF SILHOUETTE Brand Experience Store in Vienna, hosting a pre-opening event on November 27 to mark the company’s 60th anniversary. Approximately 170 guests attended the celebration, which featured interactive experience stations highlighting the Austrian family-owned eyewear manufacturer's history. The store’s experiential architecture was designed by the Ippolito Fleitz Group. Michael Schmied, CMO of the Silhouette Group, stated that the location aims to make the future of vision tangible. The source confirms the opening occurred following the November 27 pre-event, with the report dated November 28, 2024.

The Silhouette Group has appointed Christian Bachler as Chief Executive Officer and Chairman of the Executive Board, effective April 13, 2026. Bachler brings over 20 years of international management experience, most recently serving as Executive Vice President at Fiskars Group, where he managed the global Vita business unit with approximately €650 million in sales and around 2,500 employees across the U.S., Europe, and Asia. His background includes leadership roles at Swarovski focused on product, design, and marketing. In his new role, Bachler will oversee global brand management for Silhouette, evil eye, NEUBAU, and Silhouette Complete Eyewear. He is also responsible for Design, Corporate PR and Communications, Human Resources, Strategy, and the Program Management Office.