Design Eyewear Group CEO Details Menrad Acquisition Strategy at SILMO Paris

At SILMO Paris 2025, Design Eyewear Group CEO Lars Flyvholm detailed how the Danish company’s international design teams collaborate across brands following the Menrad acquisition. The group, headquartered in Aarhus with studios in Europe and North America, distributes eyewear in over 100 countries. Its portfolio includes FACE A FACE, ProDesign Denmark, WOOW, Inface, Kilsgaard, Nifties, Alium, and the recently acquired Menrad labels. Flyvholm also shared perspectives on the future of optical trade shows. The interview highlights the integration of diverse styles, from bold to minimal, within the group’s curated family of brands.

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.