Design Eyewear Group is Expanding; Acquires MENRAD Brand and Licensing Agreements for Jaguar, JOOP!, and Morgan

Design Eyewear Group announces a major expansion to its brand portfolio.

“As part of our continued commitment to innovation, creativity, and international growth, we have secured licensing agreements with Jaguar, JOOP!, and Morgan, as well as taking over full proprietary ownership of the brand MENRAD, including its design rights and technical assets”.

Formerly under the umbrella of the 125-year-old German eyewear manufacturer MENRAD, these brands each bring a distinctive identity, established customer base, and international recognition that align with our values and expertise in eyewear design and distribution.

According to Lars Flyvholm, CEO of Design Eyewear Group, “ With the addition of these brands, we’re strengthening our presence in Germany, and we also see major potential to expand in the US, Canada, and other major eyewear markets globally; pursuing a Strategic Growth With Purpose, a key factor in the acquisition - carried out in the wake of MENRAD’s unfortunate insolvency - was our reputation as a stable, long-standing company with deep industry knowledge and strong customer relationships”.

Honouring MENRAD’s long-standing legacy, the acquisition represents a natural fit: both for the brands themselves and for Design Eyewear Group’s identity and values.

“This portfolio expansion reinforces our long-term strategy: to offer a diverse, high-quality selection of eyewear brands that resonate globally and reflect individual expression. The license owners have shown strong enthusiasm for partnering with us — not only because of our distinctive design profile and our ability to translate brand DNA into compelling eyewear collections, but also due to our solid track record, established market presence, and well-developed sales and distribution network in Europe and North America”.