Safilo Group SpA acquires SPY+ and Serengeti

Safilo Group has solidified its expansion in the eyewear sector by signing an exclusivity agreement to acquire SPY+ and Serengeti from Bollé Brands for approximately $39 million. The transaction, subject to regulatory approval and customary closing conditions, aims to enhance Safilo's strategic position in both the sports/outdoor and high-end segments.

The acquisition aligns with Safilo’s strategic focus on strengthening its brand portfolio and amplifying its presence in high-growth areas. SPY+ and Serengeti collectively generated around $39 million in sales in 2025, which underscores their market significance. SPY+, well-established in the sports and sunglasses domains, will complement Safilo's existing brand, Smith, particularly in the sport/outdoor channels and boost its direct-to-consumer reach. Serengeti, known for its high-quality mineral lenses and deep American roots, will bolster Safilo's portfolio in the luxury eyewear segment, offering a blend of luxury, innovation, and performance.

This acquisition represents a calculated move by Safilo to consolidate its position as a leader in diverse segments of the eyewear market. Integrating SPY+ is expected to strengthen the company's foothold in the sports and outdoor market, leveraging SPY+’s credibility among athletes and consumers. Meanwhile, Serengeti’s incorporation will enhance the company’s high-end market offerings, aligning with its strategy to cater to the luxury segment through brands renowned for excellence and heritage.

This move also signifies competitive positioning against rivals in both the sports and luxury eyewear sectors. As eyewear companies navigate increasing demand for specialized and premium products, acquisitions such as this allow firms to capture broader customer bases and maximize market penetration. Safilo’s established presence through brands like Carrera and Polaroid, coupled with new acquisitions, could place it advantageously against competitors.

Looking ahead, the acquisition's completion will hinge on fulfilling regulatory consultations and customary closing conditions. As Safilo integrates these brands, the market will be watching closely to evaluate how the company leverages its expanded portfolio to drive growth and capture market share across the sport and luxury eyewear landscape.