London: Barton Perreira, an artisan eyewear brand, is embracing global expansion under new CEO Cedric Moreau after its acquisition by Thélios. With plans for growth in Europe, the Middle East and Asia-Pacific, the brand aims to enhance its identity while maintaining its commitment to quality and craftsmanship.
Barton Perreira, the eyewear brand noted for its exquisite craftsmanship and distinctive aesthetics, has recently taken significant steps toward expansion and strategic growth following its acquisition by Thélios, the eyewear division of the LVMH Group. Established in 2007 by Bill Barton and Patty Perreira, the brand is known for its handcrafted frames featuring delicate engravings and vivid colours inspired by California sunsets. It does not showcase any prominent logos, reflecting a commitment to understated luxury.
In December 2023, Cedric Moreau was appointed as the chief executive officer of Barton Perreira after the brand was fully acquired by Thélios. The recent Thélios Convention, held at the historic Le Cavallerizze building in Milan’s Museum of Science and Technology, marked the beginning of the year for the brand’s initiatives. Moreau expressed his commitment to maintaining the brand’s unique identity throughout this transition, stating that it was crucial to protect what Barton Perreira stands for in the luxury eyewear market.
In an interview with WWD, Patty Perreira underscored the significance of partnering with Thélios, acknowledging their genuine care for the brand’s independence and uniqueness. She explained the constraints the brand faced prior to the collaboration, stating, “I think for it to get to the next level, we needed financial backing, but also their expertise in so many other areas that we just didn’t have.”
Moreau elaborated on the direction for the brand following the acquisition, revealing plans to enhance Barton Perreira’s presence in regions such as Europe, the Middle East, Africa, and the Asia-Pacific. He noted that while Barton Perreira enjoys a well-established reputation in North America, the focus will now be expanding reach and distribution in these targeted markets. He also reinforced a commitment to distribute through exclusive boutiques and luxury optical shops, maintaining high-quality standards for the brand.
With an ambition to further its retail presence beyond its current five stores, Moreau indicated that they would pursue opportunities globally. Patty Perreira commented on her evolving role since the transition, expressing that while daily operational worries have lessened, she now carries a new sense of responsibility owing to Thélios’s investment. She shared, “I feel more free in the sense that I don’t worry so much about the day-to-day part of the business… but I do feel a little more pressure.”
The creative process for the two leading figures continues to unfold, with Patty drawing inspiration largely from her extensive vintage eyewear archive. She highlighted her excitement about introducing innovative colour palettes and materials to enhance the brand’s offerings. “I like color to fit into a person’s life, to blend in and not distract,” she remarked, emphasising her focus on creating wearable and complementary designs.
In terms of the broader eyewear industry, Moreau noted a shift towards quality over quantity, reflecting an increasing consumer awareness regarding the value of well-crafted eyewear. Both he and Patty acknowledged the importance of consumers viewing eyewear not merely as a functional accessory but as an integral part of their identity.
As Barton Perreira navigates its new chapter under Thélios, the brand is poised to strengthen its market position while maintaining its artisanal roots and commitment to quality. Future events include participation in Eyewear Design Week in New York scheduled for March, where the brand will showcase its dedication to high standards and unique designs to an international audience.
Source: Noah Wire Services
