Privé Revaux expands to mainland Europe and UK

By

Sandra Halliday

Published
Jun 2, 2020

Disruptor American eyewear brand Privé Revaux has expanded into Europe, having struck an exclusive deal with retailer GrandVision for its chains in the UK, Germany, Poland, Belgium, the Netherlands and Turkey.

The brand, which offers affordable eyewear and is backed by celebrities including Jamie Foxx, Ashley Benson and Hailee Steinfeld, will now be available in some of the most prominent European speciality chains.

They include Vision Express in the UK, Apollo-Optik in Germany, Trendy Opticians and Vision Express in Poland, GrandOptical and Pearle in Belgium, Eyewish and Pearle in the Netherlands, and Atasun Optik in Turkey.

David Schottenstein, founder and CEO of Privé Revaux, said the firm’s “goal is to provide the absolute best quality, service and price for the global eyewear market and GrandVision is the perfect partner to achieve this”.

The glasses feature both classic and trend-led styles and are available as sunglasses and prescription frames starting at €39 a pair. The Privé Revaux line-up also comes with regular, rotating celebrity-designed capsule collections and these will start with popular styles from American actress Madelaine Petsch, actress and singer Dove Cameron and supermodel Adriana Lima. 

The brand, whose creative directors are Rob Zangardi and Mariel Haenn, has shaken up the eyewear sector in the US in the past two years with its combination of low prices, quality build and high-profile backers. 

It will be interesting to see its impact in the European chains as it faces off against some of the luxury-priced designer labels that those chains also offer.