Design Eyewear Group is taking over full proprietary ownership of the brand Menrad, including its design rights and technical assets. This also includes licensing agreements with Jaguar, Joop! and Morgan. Lars Flyvholm, Ceo of Design Eyewear Group, said, “This portfolio expansion reinforces our long-term strategy: to offer a diverse, high-quality selection of eyewear brands that resonate globally and reflect individual expression. The license owners have shown strong enthusiasm for partnering with us—not only because of our distinctive design profile and our ability to translate brand Dna into compelling eyewear collections, but also due to our solid track record, established market presence, and well-developed sales and distribution network in Europe and North America. Entering the world of licensing marks an exciting new chapter for us. It’s a natural evolution of our design expertise and global presence—and it opens the door to fresh opportunities for growth. We’re committed to working closely with license owners, combining their deep brand knowledge with our strengths in product development and distribution. Each eyewear collection will be crafted in close alignment with the brand’s identity, ensuring every frame reflects the Dna that customers know and trust. We look forward to sharing more as development begins across these new lines.

July 2025