Maui Jim is also revisiting its strategy towards Zeal Optics following the departure of the management team last autumn. Hans Penzek, vice president Europe said it decided to look at Zeal’s strategy last year following disappointing sales in Europe for the brand. Whiles sales of Maui Jim rose by around 18 per cent in 2014 Zeal had a year of flat sales and it was clear there were issues around the integration of the brand with Maui Jim and some of the stories surrounding the product’s green technology.
Penzek said in 2013 the brand found success but in Europe the firm had experienced some difficulties, this lead to an expansion of the range, particularly in goggles. ‘Not all of the styles were successful, we didn’t have success in sport or in auto.’ We had good results in the US but the European side was flat.
The management team sat down together but no agreement was reached and John Sanchesz and Joe Prebich left the company around November. ‘They talked about the strategy but they couldn’t agree, there’s no animosity,’ he added.
Maui Jim bought Zeal in 2010 and officially launched the brand at Expo West 2011. Penzek said the original strategy was to put Zeal just in optical stores and just independents but this will now change. The product will be offered to a wider group of practices and the outdoor, online and sports channels. Penzek said this would require the sales team to learn the new channels.
He said Zeal posed problems down the supplier chain and it was also ahead of the game with its green technology story which practices hadn’t been interested in. The sales team also had two very different products to sell.
He said it had been a difficult process. ‘It took a while but we have been prepared for it.’
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