From start-up to dominant independent player
The Silhouette Group has developed into the largest independent player in the premium segment of the global eyewear market. On its 60th anniversary, the company is moving forward with new visions. A company that has been breaking new ground since 1964 is also thinking innovatively and exceptionally on its 60th anniversary.
"The future belongs to those who tackle it with passion. That is why, on our anniversary, we are not asking ourselves what has shaped the last 60 years, but how we can successfully shape the next 60 years. Our financial independence enables us to make independent decisions," explains Reinhard Mahr, CEO and CFO of the Silhouette Group. The Austrian family business has spectacular success stories to tell. For example, revolutionizing the eyewear market with feather-light, frameless and screwless frames, in-house material developments and 55 patents, including for lens fastening solutions or corrugated technology for screwless metal and plastic connections. A visionary view of the future is deeply rooted in the company's DNA. This is demonstrated, among other things, by what are probably the most famous rimless glasses in the world, the Titan Minimal Art. The radically minimalist design classic is celebrating its 25th anniversary this year and has sold over 12 million units since its market launch.
Independent since 1964
Recognizing trends, seizing opportunities and making new solutions possible - with this attitude, the Silhouette brand and the Silhouette Group have become the largest independent, license-free player in the premium segment of the global eyewear market. The products are sold in over 100 countries on 5 continents. 13 international sales offices and 1 regional office underline the company's international orientation. The company is also one step ahead when it comes to sustainability. Bio-based materials were used for the first time in 2019. Since September 2022, the Silhouette Group has been producing its eyewear CO2-neutrally with compensation. In January 2025, the company will launch the most innovative sustainable material the eyewear industry has ever seen.
Driving force
"You don't stay number 1 by managing the status quo, but by constantly questioning it," explains Michael Schmied, CMO of the Silhouette Group. "We are proud to have created a culture in which new things are not seen as a risk, but as an opportunity. In a market that is increasingly dominated by corporate giants, we stand out as a strong, independent force."
Innovative store in a class of its own
The Silhouette Group is taking a visionary approach - and is reaching out directly to its customers. At the end of November, the company is opening something very special, completely new and unique in the world in the heart of Vienna, near the Hofburg: the House of Silhouette, a brand experience store in a class of its own. Here, customers can immerse themselves in the world of premium eyewear on two floors, feel it, experience it and be enchanted by all three brands - Silhouette, evil eye and NEUBAU EYEWEAR - under one roof for the first time. With the House of Silhouette, the Silhouette Group is creating an unforgettable and fascinating premium customer journey. For the premium eyewear manufacturer, the sparkling eyes of its customers are the best anniversary gift.
