RODENSTOCK EYEWEAR: a new vision of lightness
- By Valeria Martinez
Rodenstock Eyewear is entering a new chapter, redefining its identity while staying true to its heritage of optical precision. Part of the De Rigo Group, the Munich-based brand is focusing on lightness, minimalist Bauhaus design and engineering excellence. Speaking to 20/20 Europe, global brand director Stefan Kutschereuter explains the thinking behind Rodenstock’s new direction, the response from partners and how the brand is strengthening its premium position.
Q: Rodenstock Eyewear has been changing how it presents itself. What led to this repositioning, and how would you describe where the brand is heading now?
A: I believe that long-term success is driven by a clear strategy and a strong, well-structured organisation. For sustainable growth, you need the right products, a compelling price-performance ratio, and a brand story that is authentic. From the very beginning, our priorities have been clear: we’ve reshaped both our product direction and our brand messaging around our core DNA. Rodenstock is deeply rooted in the minimalist Bauhaus philosophy, where lightness and precision meet German engineering. This mindset guides everything we do and continues to shape the future of our collections.
Q: What are you hearing from opticians and distributors so far? Have any reactions to the new direction stood out?
A: Rodenstock, as a brand, enjoys a high level of trust worldwide and is a true pioneer in the field of optics. The feedback from international markets on our new brand direction has been overwhelmingly positive. It’s not just about the new collection – our partners are also experiencing the value the brand brings to their day-to-day business. Customers immediately notice a Rodenstock frame’s light, comfortable fit.
Q: The Rodenstock eyewear brand became part of De Rigo a couple of years ago. How has being under its ownership influenced the collection so far and what role does the brand play within the wider De Rigo portfolio today?
A: De Rigo is a truly global player in the eyewear industry, driven by a clear strategic vision and, above all, by dedicated and passionate people. The company stands out with a strong and distinctive brand portfolio, and the integration of Rodenstock Eyewear has further strengthened the De Rigo premium division. Rodenstock Eyewear brings technical expertise, innovation, and genuine engineering excellence to the portfolio. Every Rodenstock frame is developed by my team in Munich. We handle everything, from the first idea to design, technical development, and the prototype. Our close collaboration with the headquarters in Italy is essential. That tight connection ensures precision, quality, and continuous improvement throughout the entire process.
Q: How are you keeping Rodenstock’s heritage in optical precision alive in the eyewear collection while also aiming for a more modern look?
A: Rodenstock is a strong and highly trusted brand in the optical industry. Their exceptional fit and outstanding wearing comfort—core pillars of our brand promise—are consistently praised across global markets. Our Munich engineering team ensures that every product meets the highest standards. We work closely with Rodenstock on all strategic decisions, leveraging their decades of expertise and data-driven insights. This partnership enables us to achieve outstanding precision and comfort in every frame of our collection.
Q: The collection feels clearer and more focused than in previous years. How would you describe the design direction you’re taking now and what’s shaping it?
A:For us, eyewear is a true design object only through the perfect interplay of aesthetics and function. Our design concept is therefore built on timeless design combined with innovative technical details. At Rodenstock, we strongly believe in one simple principle: form follows lightness. As our design team in Munich always says, “We don’t just design eyewear — we craft an experience.” An experience rooted in clarity, precision, and effortless simplicity.
Q: Brand storytelling makes a real difference for retailers. What new tools or materials are you giving your partners to help them share the updated Rodenstock story in their stores?
A: I’m convinced that lasting success comes to brands that stand for a clear, authentic purpose—and have the courage to be different. With our new Rodenstock Eyewear campaign, Experience Lightness, we’re bringing that purpose to life. Each Rodenstock series is unique, with its own technical innovations and design features, yet they all share one defining quality: exceptional lightness paired with timeless design. We’ve also developed an entirely new POS experience to complement the Experience Lightness campaign, reflecting Rodenstock’s core values in a tangible, engaging way.
Q: What’s next for Rodenstock Eyewear? What can people expect in terms of new products or the development of the brand over the next couple of years?
A: What’s next for Rodenstock Eyewear is a clear focus on strengthening our position as a premium, technical brand in the world of eyewear. In the coming years, every new release will reflect a seamless balance of innovation, lightness, and timeless design, while staying true to our technical DNA and strong, recognisable brand identity. We will continue to invest in new materials, advanced production technologies, and intelligent design solutions that make eyewear not only lighter and more comfortable, but also more precise and functional than ever before. At the same time, we will further refine the Rodenstock design language—clean, minimal, and purposeful—always guided by our philosophy of “form follows lightness”.
