Sunglasses in the Netherlands

PROSPECTS

Consumer base expansion and more interest in sunglasses with corrective lenses

Current value growth in sunglasses in 2019 was stronger than in the previous year. This was partly driven by more days and hours of sunshine, in addition to the expansion of the consumer base.

Rising interest in fashion and luxury products boosts sales

Sunglasses performed well in 2019, and is expected to continue to see strong current value growth over the forecast period. The category benefited greatly from consumers’ interest in fashion and luxury products, stimulated by social media and fashion influencers.

A more diverse distribution landscape, with the strong rise of internet retailing

Although optical shops continued to lead the distribution of sunglasses in 2019, the distribution landscape is much more diverse in sunglasses than in contact lenses and solutions or spectacles. This is because not all sunglasses need a prescription.

COMPETITIVE LANDSCAPE

Ray-Ban continues to invest in expansion

Luxottica Nederland remained the leading player in sunglasses in value terms in 2018. It offers a wide range of luxury brands, including Emporio Armani, Dolce & Gabbana, Chanel and Versace.

New licences and the emergence of smaller players shake up the market

The leading players in sunglasses in the Netherlands are companies which hold license agreements with well-known fashion brands. These companies have benefited from growing consumer interest in luxury products.

Emerging retailers take share from established players

Emerging retailers such as Ace & Tate are challenging larger manufacturers by offering quality hand-made sunglasses frames with prescription lenses for EUR98. It can do this by offering frames which are designed from scratch by its in-house design team in Amsterdam.

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