SILHOUETTE to open store in Vienna
- By Editorial Team
- September 6, 2024
The Silhouette Group announce they will open their first standalone retail outlet, the House of Silhouette. The store is located in Vienna’s 1st district, with a well-known address at Herrengasse 1. It will offer customers a place to immerse themselves in the fascinating and inspiring world of perfect premium eyewear across two floors.
This development is described as a new step for the company, just in time for its 60th anniversary. For the first time ever, the family business will have its own store where customers can directly experience the Group’s eyewear brands under one roof: Silhouette, evil eye and Neubau Eyewear.
According to Silhouette, the store opening demonstrates that the family-owned business from Austria is looking to the future innovatively. For sixty years, the Linz family business has relied on opticians and selected specialist retailers, and for a few years now, Silhouette sunglasses have been available in some countries via the brand’s online shop. Now, alongside its existing channels, the company is introducing its first store. By offering holistic advice on vision and specific requirements, customers will be placed at the centre of the House of Silhouette through a shopping experience that will make them loyal brand-devotees, the company states. “In recent years, Herrengasse has become a hub for Austrian, quality brands, and as a family business, we feel particularly at home here”, said Reinhard Mahr, CEO and CFO, explaining the choice of location.
“My grandparents redefined eyewear sixty years ago—moving from visual aids to accessories. Since 2017, we’ve been offering lenses in addition to frames, which are manufactured in our ultra-modern Lens Lab at our headquarters in Linz. Ultimately, we’re now taking a big step towards our customers by offering consultation and sales”, said Michael Schmied, CMO, explaining the strategic development over recent years.
