HILX Sunglasses 2024 Preview

Retail Buyers Guide: Sunglasses S/S 2024 Retail Buyer‘s Guide
Brand: Hilx
Interviewee: Nicolas Montagny / International Sales Manager

How was the sunglasses market overall in 2023?
HILX is keep expanding its global presence in Europe, Asia and North America with an offer of Sunglasses for different outdoor activities. We have sports sunglasses for cycling, running, hiking and water sports. We also have lifestyle sunglasses with sporty look for the beach or Après-Ski, and we have folding sunglasses when you’re travelling light or casual stroll in the city.

What new trends have you seen for sunglasses in board sports for 2024?
Sunglasses offer more than sun protection these days. Not only vision enhancement but they became essential style accessories, from shields to retro – in (board) sports, everyday life and leisure time.

What segment of your offering is selling best in 2024 so far?
Our KINETIK series are the best sellers, with performance sunglasses and lifestyle sunglasses.

Have you introduced any frame shapes and colours in your 2024 offer?
We are launching new models with new shape in 2024, including Savage 2.0 and Gladiator™, our sports performance sunglasses to smash new personal bests. Also we are launching a NOMAD Green series, our bio-based frame material with very minimalist yet stylish at the same time.

Which lens technologies from your 2024 offer are most in demand?
All our sport lenses are made in polycarbonate (PC) and Nylon. We also have photochromic XVIZ™ lens option. Furthermore we have spherical lenses, ideal for road biking, and come stocked with our H2OFF, Anti-Glare, Triple Scratch Resistant coating. The sun lenses in Nomad Green are made of Tritan Renew material.

Have you introduced any new lens colours and tints in your 2024 offering?
We offer a variety of colors, among them: Red, Black, Blue, Gold, Green and also a Photochromic with Red mirror.

Any noteworthy sustainable practices in your production and shipping processes this year?
Our Nomad Green series is using G850 from Arkema, a French-based material manufacturer. G850 is a high-performance, 45% biobased transparent polyamide. By using bio-based materials, these sunglasses are environmentally friendly and help reduce the carbon footprint. In addition, the sun lenses in Nomad Green are made of Tritan Renew material. By incorporating recycled materials into the lenses, these sunglasses contribute to a circular economy and further reduce the environmental impact of the eyewear.

What are your marketing stories?
HILX Sunglasses and Goggles made for all your Adventures – Bike, Run, Surf, Snow, Dirt and for Lifestyle. Our collection are inspired by our athlete’s family, engineered in the lab, and tested in the harshest environment.

How are you supporting retailers to sell this category?
Luckily, some retailers are looking for new brands as all of them are selling same products so they need to differentiate their offer. We create visuals and videos to get attention and easily shared via social media. We are also working on quality marketing materials and displays necessary for the retail. We’re excited to partner with sports distributors that can help us to establish a strong European presence across multiple categories.

Key Products:

GLADIATOR:
Our Gladiator™ sports performance eyewear will make you a force to be reckoned with while you out compete those who dare to challenge you. The vented lenses come strapped with Anti-Glare, H2OFF and Triple Scratch Resistant coating ensuring a crystal clear line of sight while on the battlefield.

GLADIATOR

SAVAGE 2.0:
The curvature on the Savage 2.0 spherical lens allows for multi-faceted use and enhanced acute image sharpness. The perfect fit for your roadbiking experience. The mirrored photochromic XVIZ™ lens option on this monster provides you with the opportunity to cater your vision to your surroundings.

SAVAGE 2.0

NOMAD Green (Feral, Interloop, Rebel, Valkyrie):
By combining fashion, environmental friendliness, and practicality, Nomad Green sunglasses series offer an excellent visual experience, comfortable wearing sensation, and a strong commitment to sustainability. It’s a choice that allows you to express your personal style while making a positive impact on the planet.

Valkyrie