In 2016 the historic brand Salmoiraghi & Viganò became part of Luxottica’s family, and since then, it continued to renew itself and evolve, with the aim of strengthening its position as an Italian premium optical retail brand by focusing on its distinctive life-long feature: quality. From the product to the shopping experience offered in stores, to the after-sales service.


Today Salmoiraghi & Viganò takes another step forward in addressing its consumers, focusing on the value of sight and the prevention of loss of sight. “Eyes say it all” is, in fact, the title of the commercial launched on the occasion of World Sight Day 2019, which aims to raise awareness of the fundamental role of eyes in our life: it is the eyes that reveal someone’s most significant moods and feelings.

Salmoiraghi & Viganò’s emphasis on consumers is also perfectly embodied in the “Your sight style” campaign, which unearths the uniqueness in every individual, even when shopping for glasses: a tool not just to see better, but also a fashion accessory that reveals the personality of the wearer.

Those who shop in one of the over 400 Salmoiraghi & Viganò stores throughout Italy, including the new Via del Corso flagship store in Rome, will not only find the best assortment of brands and products – eyeglasses, sunglasses, contact lenses – and an environment, carefully tended and increasingly digital, but also opticians and specialized staff who are able to follow the shopper’s path to purchase and have expert knowledge of the product. They will also be able to recommend the best optical solution among a wide choice of ophthalmic lenses and treatments, matching the customer’s needs with the style that best represents them.

But service is not just what happens in the store. It’s a bond of trust that continues even after the purchase. Thanks to the opportunities of digital and online communication, Salmoiraghi & Viganò

is able to analyze feedback, collect assessments and opinions in order to offer increasingly personalized services and provide all-round assistance. Furthermore, the brand continues to focus on e-commerce, creating tailor-made tools dedicated to this sales channel, such as the innovative subscription service for contact lens wearers and the online booking of personalized eye tests.

Salmoiraghi & Viganò also manages the VistaSì stores, a chain founded in 2001 to offer an assortment of eyeglasses and sunglasses characterized by quality at the best price, with traditional shops and corners within the hypermarkets of the main large-scale retail outlets.

Alongside these, with a completely different personality, are the high-end single-brand stores in Italy: the Ray-Ban stores are located in the most central and exclusive areas of the main Italian cities where shoppers breathe in the atmosphere of Ray-Ban in every detail, and have the opportunity to immerse themselves completely in the world of the brand. Then there is the Persol store in Milan, officially inaugurated in September in the central and iconic district of Brera, and the Oliver Peoples store in Rome, the Los Angeles brand’s first boutique store in Italy.

Published on Oct 18 2019