British eyewear supplier William Morris London has been acquired by the Denmark-based Design Eyewear Group for an undisclosed sum.

Design Eyewear Group, which owns brands including Face a Face, ProDesign and Inface, said the acquisition strengthened its position as a design brand house and would help achieve the company’s ambition of becoming one of the world’s leading multi-brand suppliers of eyewear to independent opticians.

William Morris founder Robert Morris said: ‘I’m convinced that Design Eyewear Group is the right partner to grow the company further through their global sales network, which was launched almost 50 years ago when ProDesign was founded in Aarhus in 1973.’

Morris has agreed to take up a new role as senior brand ambassador in which he will ensure that customers and employees develop an insight into the company’s DNA and the British design philosophy.