Prescription high-performance sports eyewear set to go beyond niche market

High performance sports eyewear is considered something of a luxury product in the UK. While nationalities such as the French enjoy stylish, wrapped prescription eyewear for the slopes, sea and sun, the British see this as the reserve of professional sportspeople or the wealthy.

Bushnell Optics is hoping to change attitudes with a new line of prescription products within its revamped

collection of Cébé sports and active lifestyle eyewear. Cébé, whose 120-year heritage is in the optical frames, sport performance sunglasses, ski goggles and helmet sector, was acquired by Bushnell in 2009 with the intention of expanding the Bushnell Outdoor Products family of eyewear. Cébé’s role is to complement the Bollé and Serengeti brands with its focus on winter sports, running and biking; a role it has largely accomplished through plano product in non-optical outlets.