Essilor launches its premium frame brand Bolon

Essilor has launched its own premium frame brand, Bolon, into the UK market for the first time.

With an expansive range of 86 sunglass styles, the brand is supported by a marketing campaign featuring Hollywood actress Anne Hathaway and American supermodel Hailey Baldwin.

Essilor said Bolon, acquired by the lens manufacturer in 2013, was a leading brand in Asia, where it enjoyed a 30% market share and 85% brand recognition levels.

A number of commitments have been made to independent practices by Essilor. Independent stockists will be listed on the Bolon website and footfall in practices was predicted to increase as a result of demand driven by marketing campaigns.