Three iconic names, one strategic acquisition: Design Eyewear Group just expanded its universe by welcoming JOOP!, Jaguar, Morgan, and MENRAD into its brand portfolio. A power move that’s redefining the high-end eyewear landscape, in Europe and beyond.
Noa Cruz
A new era for European eyewear
Headquartered in Aarhus, Denmark, Design Eyewear Group is already known for its signature brands: FACE A FACE, WOOW, ProDesign, Kilsgaard, Inface, Nifties, and Alium. With this latest acquisition, the company strengthens its design-driven identity while entering a new league in global fashion optics.
The takeover includes the licensing of JOOP!, Jaguar Eyewear, and Morgan—each with its own strong brand DNA. Jaguar blends automotive elegance with masculine sophistication. JOOP! channels bold urban chic. Morgan speaks to the modern, style-conscious woman.
The rebirth of MENRAD
MENRAD, a legacy brand founded in 1896, is now fully under the wing of DEG. The acquisition includes design rights, technical assets, and full creative control. A new chapter begins—one that balances tradition with innovation.
“We saw untapped potential in MENRAD. It deserves a new narrative—one that celebrates its heritage while projecting it into the future,” says Lars Flyvholm, CEO of DEG.
Strength in diversity
Design Eyewear Group’s strategy is clear: preserve each brand’s identity while infusing it with fresh, contemporary design. Collections will reflect the essence of each label—authentic, stylish, and globally relevant.
This is also a decisive step toward expanding DEG’s North American footprint, with an eye on the US and Canadian markets where these brands already enjoy recognition.
Powered by design, inspired by purpose
Design is at the core of everything DEG does—and the creative direction behind this expansion reflects that vision.
Also read: our exclusive interview with Claire Ferreira, co-artistic director at Design Eyewear Group, about her creative process and what’s next for the collections.
Design Eyewear Group isn’t just designing glasses—it’s reshaping the future of eyewear, brand by brand, with style and intention.
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