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Bright Eyes

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Submitted By busic
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“Bright Eyes”

“Bright Eyes” is a relatively small specialist Swedish manufacturer of glasses/spectacles. The company was established in 1977 by Henrik Skagen and is now run by his two children Helga and Lars Skagen. Initially the company made and sold a range of prescription glasses but quickly focussed on the non-prescription end of the glasses market. During the boom years of the 1980’s and 1990’s Bright Eyes sunglasses were a desirable fashion accessory and competed directly with other branded sunglasses. The recession in Europe and the appointment of Helga and Lars as directors in 2003 resulted in significant changes in the company. Prior to 2003 the company had experienced strong sales across northern Europe but was less well known in southern Europe. Initially Henrik Skagen promoted his product through trade shows and via an internal sales force who represented the product to retail outlets. Helga and Lars extended the product range to include non-prescription reading glasses, reading sun-glasses, glasses cases and sports goggles (for snow skiing and water sports). The product designs are known as being very “Nordic”, using simple but strong lines and bold colours. The products are positioned at the top end of the mid-market with a pair of reading glasses retailing at between €35-85 and a pair of sunglasses at €35-140. Products are available in department stores, accessory shops and sports outlets. Over seventy per cent of the company’s sales are to consumers over 45 years of age, though the sports products do have a lower customer age profile.
The company is run as a family firm with Helga and Lars Skagen sharing the role of CEO. Lars in particular is very keen to expand the company’s international activities and to move beyond the northern European market that is the company’s home base. At the present time (2012) the company operates in four

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