Acquisition of William Morris London by DESIGN EYEWEAR GROUP

What's on in Europe
September 29, 2022

Design Eyewear Group has announced the acquisition of William Morris London, in a move to further expand its portfolio of premium and mid-market eyewear for independent opticians all over the world. The company aims to become one of the world’s leading multi-brand providers of designer eyeglass frames. “I’m proud that Design Eyewear Group can today announce the takeover of such a reputable company with strong and exciting brands. With the acquisition of William Morris London, we’ve strengthened our position as a design brand house, and we’re pursuing our ambition to become one of the world’s leading multi-brand providers of design eyewear to independent opticians,” says Lars Flyvholm, CEO of Design Eyewear Group and continues: “William Morris London’s brands each have a unique story based on the British design philosophy. The brands’ DNA and position in the market fit perfectly with Design Eyewear Group’s growth strategy and product range, and we look forward to joining forces to offer our customers an expanded, enhanced brand portfolio that caters for many different target groups and price classes.”
 “I’m delighted that William Morris London is now joining a very professional and global company like Design Eyewear Group,” says Robert William Morris, who founded the company just north of London in 1996. He continues: “I’m very proud of the development William Morris London has undergone since it all began more than 25 years ago. I’m also 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 Pro Design was founded in Aarhus in 1973.” Robert William Morris has agreed to continue in the new setup as Senior Brand Ambassador. In this role, he will ensure that both customers and employees worldwide gain an insight into the company’s DNA and the British design philosophy, while naturally ensuring that the design style is continued and further developed for all brands under the William Morris London portfolio.
Design Eyewear Group has seven other different brands with French and Danish origins. “Over the past five years, we’ve optimised all processes in the value chain from design, purchasing, logistics, quality control, customer service etc., making it easy for customers to have a one-stop shop where they have access to a broad brand portfolio combined with attractive benefits that create value for our customers,” says Lars Flyvholm.

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