Safilo Group SpA acquires SPY+ and Serengeti

Safilo Group has taken a decisive step to bolster its presence in the eyewear market with the acquisition of Spy+ and Serengeti from Bollé Brands for a reported $39 million. The move is aimed at enhancing Safilo's portfolio with strategic entries into the sports and high-end eyewear segments. This acquisition aligns with Safilo’s broader strategy to expand in high-growth segments and diversify its portfolio offerings.

The acquisition involves two distinctly positioned brands: Spy+, known for its strong foothold in the sports and outdoor sector, and Serengeti, which caters to the high-end market. Together, these brands generated a combined revenue of approximately $39 million in 2025. The deal is structured under an exclusivity agreement with Bollé Brands, although it remains subject to regulatory clearance and customary closing conditions.

For Safilo, integrating Spy+ means not only widening its product range in the sports eyewear channel but also strengthening its direct-to-consumer capabilities. Spy+ holds significant brand equity among athletes and outdoor enthusiasts, complementing Safilo's existing offerings. The incorporation of Spy+ is expected to provide Safilo with enhanced distribution avenues, particularly in digital and direct sales, aligning with its focus on evolving distribution strategies.

Serengeti offers Safilo strategic entry into the luxury and performance intersections of the market. Known for high-quality mineral lenses and a heritage rooted in American craftsmanship, Serengeti stands as a robust addition to Safilo’s inventory. The acquisition is not merely about entering higher price segments but about leveraging Serengeti’s alignment with current premium consumer trends that emphasize functionality and brand storytelling.

By acquiring Spy+ and Serengeti, Safilo aims to reinforce its competitive positioning vis-à-vis key rivals in the eyewear sector. The move is a testament to Safilo's intent to selectively invest in segments offering robust growth potential. With brands such as Carrera, Polaroid, and Smith already under its belt, the integration of these two new brands will further diversify its market reach across different price points and consumer demographics.

The completion of the acquisition is contingent on regulatory approvals and other standard conditions, suggesting that further developments are expected in the coming months. As the integration progresses, Safilo will likely focus on optimizing the synergies from this acquisition to enhance its market share and drive sustainable growth.