HILX SUNGLASSES 2025 PREVIEW
Retail Buyers Guide: Sunglasses 2025 Retail Buyer’s Guide
Brand: Hilx
Interviewee: Nicolas Montagny / Export Manager
How was the sunglasses market overall in 2024?
The sunglasses market remained resilient in 2024, with increasing demand for performance eyewear across multiple sports. Consumers are prioritizing versatility, durability, and advanced lens technology in both sports eyewear and lifestyle sunglasses.
What new trends have you seen for sunglasses in board sports for 2025?
We’ve observed a rising preference for lightweight, aerodynamic shield designs that offer maximum coverage and uncompromised vision. Additionally, there is a growing demand for bold colors and women-specific designs in performance sunglasses.
Which segment of your 2025 offering do you expect to sell best and why?
Our KINETIK series are set to perform well in 2025, especially our new sport sunglasses—Domain and Inferno. These new models feature a shield-style design, making them ideal for cycling, running, and other active sports. Equipped with our Dislo hinge, they allow for adjustable temple curvature angles, ensuring a customized fit. They are also RX-clip compatible and come with a removable hand band for enhanced stability during high-intensity activities.
What new frame shapes and colours are in your 2025 offer?
In addition to launching Domain and Inferno, we are introducing new colors for some of our most popular styles: Savage, Savage 2.0, Unfold, and Newblood—with three new colors per style. This update includes more women-specific colors, catering to the growing female customer base in action sports.
Which lens technologies from your 2025 offer are most in demand?
Polarized and photochromic lenses continue to dominate the market, offering enhanced clarity, glare reduction, and adaptability to changing light conditions.
Have you introduced any new lens colours and tints in your 2025 offering?
Yes! Our 2025 collection includes new lens colors, such as Pink mirror, Gold mirror, Purple mirror and we are also launching Photochromic lens with Red mirror coating or Dark Pink mirror coating.
Any noteworthy sustainable practices in your production and shipping processes this year?
We continue to explore biodegradable frame materials and longer-lasting coatings to minimize environmental impact. We launched last year our NOMAD Green series including 4 styles (Feral, Interloop, Rebel, Valkyrie) by using bio-based material G850 from Arkema, a French-based material manufacturer.
What are your marketing stories?
Our marketing efforts for 2025 focus on performance-driven innovation and versatility in sports eyewear. The launch of Domain and Inferno highlights our commitment to technical excellence, while the new colorways expand our reach to diverse customer segments. We are also collaborating with athletes and brand ambassadors to showcase real-world performance benefits.
How are you supporting retailers to sell this category?
We provide retailers with:
✅ HILX display cabinet to enhance in-store visibility.
✅ Comprehensive product training to highlight key features and benefits.
✅ Marketing materials to boost engagement.
✅ Flexible order options and attractive bundle deals to maximize profitability.
Key Products:
Domain:
Domain
Savage2.0:
Savage2.0
Inferno:
Inferno
Brand Previews
