Safilo in Exclusive Talks to Acquire Spy Optic and Serengeti from Bolle Brands

Safilo Group, the Italian parent of the Smith sunglasses brand, has signed an exclusivity agreement with Bollé Brands to buy the Spy and Serengeti eyewear labels.

Both U.S.-based brands, known for sports and outdoor use, generated about $39 million in combined sales in 2025. Safilo said the deal aligns with its strategy of selectively acquiring brands that strengthen its presence in high-growth segments and enhance its portfolio, which includes Smith, Carrera, Polaroid, and Blenders.

The company expects Spy to boost its position in sport and outdoor channels, complementing Smith with strong credibility among athletes and a solid direct-to-consumer presence.

Serengeti, known for driving and outdoor sunglasses, is seen as a key asset in the high-end segment, distinguished by premium mineral lenses and a strong American heritage, supporting a positioning that blends luxury, innovation, and performance.

In addition to its in-house brands Safilo also manages licensed labels such as Carolina Herrera, Etro, Isabel Marant, Juicy Couture, and Kate Spade New York.

After the deal, Bollé Brands will continue offering its Bollé sunglasses, ski goggles, and ski and bike helmets.