MPG on maintaining momentum and a “new strong structure”
- By Editorial Team
Since its foundation in 1949, MPG GmbH has grown from a small company to a global player, exporting to over 80 countries worldwide. Today the company has more than 2500 employees and a unique closed value chain – from the design process to sales – offering everything from a single source. Its award-winning headquarters in the south of Graz serves as the company headquarters and creative centre piece. Over 280 employees work in the Graz facility, including in- house designers whose design expertise reflects a drive for innovation and quality and “a cornerstone of the company’s long-standing success”. 20/20 Europe interviewed Dietmar Hermus, General Manager, MPG Eyewear about operations in the current climate.
Q: MPG was founded in 1949 and is now a global eyewear player. Can you summarise the key moments in the company’s history.
A: MPG was founded in 1949 and by 1987 the company was expanding its business activities into international market. In 1999, MPG acquired the brand Robert La Roche, a brand which combines authentic craftsmanship with an individual design language with cult status.Gradually over the years, the company has cooperated with different brands: 2004 marked the start of our cooperation with French fashion label HECHTER Paris (form. Daniel Hechter) and in 2011 we began to work with Red Bull. In 2016 we launched the premium optical lenses brand MPO with a production location in northern Germany. MPG has also acquired a number of retail locations over the years. 2016 saw the acquisition of retailer Hallmann with now more than 100 locations in Germany and Denmark and in 2022 we acquired Eye Wish Opticians in the Netherlands with 150 locations. More recently in 2022, we began to work with Davidoff Eyewear.
At the heart of MPG’s success lies our commitment to a fully integrated value chain—from the manufacturer to the end consumer.
Q: Today you have a large portfolio of brands. Can you tell us which are your core collections and how is your portfolio managed overall with so many different brands to oversee?
A: Each of our brands is uniquely positioned to address different target audiences and embodies its own set of values. Our core collections include Davidoff Eyewear, an elegant brand tailored for the sophisticated man – MADE IN ITALY – all metal elements are made in titanium; HECHTER Paris, a sporty- chic label inspired by Parisian runway trends; kiotonakamura, a vibrant and colorful brand designed for women of all ages with a great value/price ratio; and Red Bull SPECT Eyewear, which appeals to active and sporty individuals with a sense of style and a unique design Made in Austria.This diverse portfolio enables us to reach a wide range of customers, which we consider one of our key strengths. To manage this extensive range effectively, we rely on close collaboration with the licensees and internal departments such as Design, Product Development & Management and Marketing as well. Together, we ensure a careful selection process that aligns with each brand’s identity and market needs.
Q: What do you think it is that sets MPG apart today?
A: At the heart of MPG’s success lies our commitment to a fully integrated value chain—from the manufacturer to the end consumer. By managing every stage under one roof, from design and production management to distribution, we ensure seamless operations and maintain the highest quality standards. MPG has a 360 degree offer for all our B2B customers form the optical field. We serve customers in over 80 countries worldwide, offering flexible solutions and fast responses tailored to meet market demands, while our efficient logistics ensure optimal delivery times. Additionally, our experience of over 75 years and long-standing, trusted partnerships with brands such as Davidoff, HECHTER Paris and Red Bull underscore our dedication to building value and fostering lasting relationships.
Q: I understand you have a design team at your HQ in Graz. Can you give us an insight into their work and why it is an advantage to have your design team on site?
A: Having our design team on-site allows for seamless collaboration between departments, from Licensee, Production facilities, Product Development & Management to Marketing & Sales. This proximity fosters a dynamic exchange of ideas, ensuring that our frames are not only thoughtfully designed but also aligned with the latest market trends and customer preferences. Our team is deeply involved in every stage of the design process, from conceptual sketches to prototyping and final production handling. This hands-on approach ensures that we maintain the highest quality standards and can quickly adapt to new trends and technologies and respond rapidly to feedback from customers and retailers. This agility is a significant advantage in our fast-paced world of eyewear fashion.
Q: What has been your impression of the last 12 months in terms of the markets generally, and is this influencing anything you are currently doing / launching / changing in terms of business growth?
A: The last 12 months have been dynamic for the eyewear industry, reflecting both challenges and opportunities. On one hand, we’ve seen continued growth in demand for premium and functional eyewear, driven by lifestyle shifts and increasing awareness of eye health. On the other hand, market volatility and supply chain disruptions have required businesses to remain agile and innovative. The relationship between customer and supplier is getting absolutely key – service, long-term relation and partnership show the success. In response, we’ve adapted and still are reassessing our strategies to align with these trends. For instance, we’ve accelerated the development of hybrid solutions, such as eyewear that bridges style and functionality—like sports- inspired collections and blue-light filtering lenses for digital lifestyles. These shifts are also shaping our approach to business growth. We are enhancing our digital presence to better connect with customers, ensuring we remain competitive and relevant in a rapidly changing market.
Q: Do you have a presence outside Europe and if so which are your key markets? Explain how MPG is growing in international markets?
A: While our primary focus remains on Europe, MPG has established a truly global presence through partnerships in over 80 countries. This extensive network enables us to distribute our products worldwide, reaching diverse markets and customer bases. Our international growth strategy is driven by strong collaborations with local partners, tailored solutions for regional needs, and a commitment to maintaining high-quality standards across all markets. By leveraging our integrated value chain and adapting to the specific demands of each market, we continue to expand our footprint and strengthen our position as a trusted global player in the eyewear industry.
Q: What else is new in 2025?
A: Creating a new strong structure for all fields in the group is the goal of the management team. Developing the core markets with tailor-made solutions and improving the products in each segment.
Q: MIDO is around the corner. What will you be launching at the show?
A: At MIDO, we are excited to showcase our latest innovations and collections, reflecting the dynamic trends in the eyewear industry. Visitors can look forward to the launch of new designs across all our brands, including Davidoff Eyewear, HECHTER Paris, kiotonakamura, and Red Bull SPECT Eyewear.
