Barton Perreira joins LVMH portfolio through Thélios

Eva Morletto

By Eva Morletto07 novembre 2023

LVMH announced the acquisition of the American luxury eyewear brand Barton Perreira through its subsidiary Thélios. This purchase values Barton Perreira at approximately $80 million. It reflects the growing interest of luxury giants in the high-end eyewear market.

Sales of high-end eyewear are expected to grow by 5 to 6% annually, driven by strong performances in the US and European markets (Barton Perreira)

The AFP news agency has confirmed the rumor: luxury giant LVMH, through its eyewear subsidiary Thélios, has acquired the Barton Perreira brand, highly regarded in the United States and favored by many Hollywood stars. While the total financial terms of the deal remain undisclosed, its completion is expected in the coming weeks.

Founded in California in 2007 by Bill Barton and Patty Perreira, Barton Perreira made a name for itself with its re-editions of sunglasses worn by James Bond in his films. It now stands among the most coveted American brands, alongside prestigious names such as Larry Sands, Linda Farrow, or Oliver Peoples, where Bill Barton served as president for a long time before starting his own company. Alessandro Zanardo, the CEO of Thélios, stated that the group saw the brand as a "major expansion opportunity," reflecting the acquisition and expansion strategy pursued by LVMH's eyewear division for several months. Earlier in September, Thélios finalized the acquisition of the French eyewear house Vuarnet, based in the Jura region, previously owned by NEO Investment Partners, although the transaction amount was not disclosed. According to the Wall Street Journal, the purchase of Barton Perreira would value the brand at $80 million. Thélios, born from an agreement between LVMH and the Italian eyewear company Marcolin, has been wholly owned by the French luxury giant since 2021.

The luxury eyewear sector is a significant focus for major luxury groups like LVMH and Kering. Analysts predict that the high-end eyewear business will show annual growth of 5% to 6%, thanks to strong performances in the American and European markets. In 2022, eyewear sales in the United States generated approximately $4 billion. Globally, the revenue related to the sale of sunglasses is estimated at around $15 billion annually, with forecasts of an increase to $19 billion by 2026.

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