Variable focus eyewear company Adlens and global eyewear distributor Mondottica used Mido to officially announce their joint-venture partnership to facilitate the sale of Adlens' products in Europe.
Mike Ferrara, CEO and executive chairman of Adlens, said that it was Adlens' first Mido and teaming up with Mondottica meant new targets in Europe were possible. He added that 200,000 people were wearing the variable focus product today and, as well as Third World solutions, the technology was 'game-changing' in the First World.
The 50/50 joint venture, Adlens Europe, would see Adlens' products sold in Europe and other select markets by Mondottica's sales and marketing team, said Ferrara, who predicted product improvements every year.
Mondottica chairman Michael Jardine described variable focus eyewear as a compelling idea that they were thrilled to do. While, on the surface, Adlens might seem like an unusual offering for Mondottica, he said that if you looked at the launch and the picture of adaptive variable focus and fashion eyewear, Mondottica had the brands and that was where the rationale made sense. 'We definitely hope to see variable focus in Mondottica brands,' he said, adding that it would probably be another year before that happened.
Adlens also unveiled its John Lennon Collection Portraits campaign at the show.