Northern exposure is key for Safilo

Safilo’s UK and Ireland business is to be merged with the Nordic countries of Sweden, Finland, Denmark, Norway, the Baltics and Iceland under new restructuring plans.

The creation of the northern region forms part of Safilo’s 2020 strategic plan, which aims to broaden its geographic coverage and its growing multi-segment broad portfolio. The new territory will be led by Fréderic Laffort, who adds to his responsibility as Safilo UK country manager and global departments store channel leader.

‘North becomes one of Safilo's most important markets in western Europe, enabling us to lead here with strong tailor-made and impactful customer and consumer plans, and drive market share growth,’ said Joanna Onland, recently appointed chief commercial officer for western Europe and global key accounts and member of the Safilo’s executive committee.