For fashion houses, boutiques are exclusive spaces that showcase the essence of their brand: no detail is left to chance. In this regard, Luxottica devotes all of its capabilities to the licensed brands of its own portfolio, becoming ambassador of a common objective: excellence.


The key to success within a boutique is to delight the consumer with a unique and satisfying experience: a privileged guest in all respects in an exclusive environment where the brand reflects its own style and its own language in every detail.

Luxottica, in this multi category environment,  leverages on its strong knowledge and specific expertise and works in close collaboration with licensed brands to provide not only excellent products, but also an exclusive experience to customers, aiming at continuously developing the eyewear category - sunglasses, in particular - and increase its visibility.

This is 360 degree teamwork, made possible by the involvement of various company departments, from Product to Brand Management, Planning and Training. The leading role lies with the Global Channels team, more specifically the Boutiques Team, which is able to fully support partners that work in multi-category environments, targeting international consumers, in locations of great visibility and traffic that focus on the premium sunglasses business.

Business development opportunities are identified in partnership with the Brand Management team so that Luxottica can work together with its licensed brand teams. Style and Product Development are heavily involved both in the design of exclusive models (available only to boutique consumers, following a dedicated calendar closely aligned to the latest trends seen on catwalks) and in managing exclusive “avant-première” releases before their Go-To-Market date for the wholesale and retail channels. Business Planning, Manufacturing and Logistics all play a crucial role in ensuring distribution efficiency all over the world.

Luxottica’s commitment to excellence aims at ensuring the best service to the end consumer; Luxottica follows the Boutiques through the after-sale support stage. Moreover, Boutique Sales assistants are trained extensively by our Business Training team thanks to specific courses aimed at increasing their knowledge of the eyewear category and transfering it to the consumer.

This global effort is driven by a central team in Milan that manages the relationship with the over 5,000 boutiques across five continents, covering different channels such as owned boutiques, franchises, outlets and e-commerce.

Over the years, the bond of trust and collaboration with licensed brands has been key, leading to a significant growth in results. In 2018, double digit growth was recorded (+15.4% at constant exchange rate, +13.4% at current exchange rate). That performance was also made possible thanks to the extension of the STARS program to an ever-growing number of doors in different channels and regions. By strengthening the partnership between Luxottica and its partners, STARS directly manages product selection activities, assortment planning and automatic replenishment of eyewear products.

With an eye to the future, the growth of the eyewear category in the Boutique channel will depend on increased visibility of sunglasses, excellent service and a continued close partnership with licensed brands.

Published on Jul 18 2019