NAKED SUNGLASSES 2025 PREVIEW
Retail Buyers Guide: Sunglasses 2025 Retail Buyer’s Guide
Brand: NAKED
Interviewee: Florian Pflanzl, CEO
How was the sunglasses market overall in 2024?
We still see that the market as a whole is struggling because a lot was sold during the corona pandemic a few years ago and sunglasses as a “luxury good” are not the first product that consumers buy in the current difficult economic situation. However, we ourselves should not complain and we are proud of our own performance last year.
What new trends have you seen for sunglasses in board sports for 2025?
We do not currently see any new, prominent trends that have not already gained in importance in recent years. However, we can see that the focus on bigger shield glasses remains constant for many established brands. At the same time, we are of course constantly keeping an eye on the market as a whole to see which trends are coming into fashion and may also be of interest to our own brand.
Which segment of your 2025 offering do you expect to sell best and why?
For the summer season, our sports goggles such as the VOLT, HAWK and BLADE are very successful. The VOLT in particular is well received, as it can be individually configured by customers in over 600 different variations.
What new frame shapes and colours are in your 2025 offer?
We recently launched a new frame in the color “Clear Smoke” for our popular VOLT sports glasses. Sales of the new color have started well and we naturally hope that this positive trend will continue.
Which lens technologies from your 2025 offer are most in demand?
Our customers generally appreciate how easy it is to change the lenses in our sports glasses. Especially for rapidly changing weather conditions, it is crucial that you are well equipped and can quickly switch from lenses for sunny weather conditions to bad weather lenses, for example.
Have you introduced any new lens colours and tints in your 2025 offering?
We offer seven different lenses with different colors and features. A clear lens (CAT. 0), a purple/green lens (CAT. 1), an orange lens (CAT. 1), a red polarized lens (CAT. 2), a blue polarized lens, a purple lens (CAT. 3) and a black polarized lens (CAT. 4).
Any noteworthy sustainable practices in your production and shipping processes this year?
All our new products come with the CO₂RE® material. This plastic has a unique bio-plastic blend that is based on 65% of renewable plant-based raw materials. This choice of material significantly reduces the carbon footprint of the goggles, as fewer fossil resources are required during production. NAKED Optics uses the non-edible castor bean plant as a raw material, which binds CO₂ from the air and thus contributes to more climate-friendly production.
What are your marketing stories?
One of our major goals this year is to focus more on the topic of mass customization and to see what potential for improvement this offers us in product development. We want to constantly adapt our products better to our customers and can promise that we will be releasing some exciting news in this area. We also want to build our marketing stories on that this year. We are not yet allowed to reveal what these will be, but it is definitely worth keeping an eye on our website and social media channels. Stay tuned!
How are you supporting retailers to sell this category?
We are not active in the retail market, but continue to focus entirely on our online strategy. We continue to see great potential to establish ourselves as the leading brand for ski and sports eyewear in the online market.
Key Products:
BLADE:
Specially developed for the highest demands – The BLADE sports glasses. These glasses with a modern visor look combine innovative functions with a stylish design and offer you everything you need for your sporting adventure. The nose piece is individually adjustable for optimal wearing comfort, while the rubberized temples provide extra support so that the glasses do not slip even during intensive movements.
BLADE
VOLT:
Experience the ultimate outdoor sports adventure with The VOLT sports glasses. You can customize your sports glasses by choosing the frame, lens and jaw by yourself. This is how you can adapt The VOLT to your own needs and preferences. The VOLT is multifunctional and perfect for various sports such as running, cycling, hiking or SUP.
VOLT-Black
HAWK:
The HAWK offers a perfect and a comfortable fit even during long sports sessions.The sports glasses also shine in the easy handling. The magnetic sweatband can be attached within a few seconds according to your needs. The sweatband not only keeps your eyes dry, but also reduces wind when cycling.
HAWK-Black-Blue
Brand Previews
