Design Eyewear Group is a Danish eyewear company bringing together owned and licensed brands under a shared focus on design and quality. Its collections are distributed by premium opticians across multiple markets.
The group positions itself as a multi-brand curator combining creativity, innovation, and functional value, with a portfolio including proprietary brands and licenses. In June 2025, it announced the acquisition of MENRAD (brand ownership and design assets) and new licensing agreements with Jaguar, JOOP!, and Morgan, strengthening its global profile alongside existing style icons such as FACE A FACE, WOOW, ProDesign Denmark, William Morris London, Inface, Nifties, Charles Stone New York, ALIUM, Kilsgaard, and Bogner. Its collections are designed for distinct audiences yet share the same design ethos.
The ranges use industry-standard materials such as acetate, titanium, stainless steel, and aluminum (anodized for Kilsgaard). Several lines highlight expressive acetates, combination frames, and technical details such as seven-barrel hinges on selected references. Aesthetic codes vary by brand: minimalist Danish design from ProDesign, sculptural shapes and color interplay from FACE A FACE, playful tones from WOOW, London-inspired looks from William Morris, and proportioned frames for smaller faces from Nifties.
The portfolio spans diverse style territories: FACE A FACE (including the “F Collection” and BOCCA concepts), WOOW (graphic and playful themes), ProDesign Denmark (optical and sunwear rooted in Danish aesthetics), William Morris London (“Underground” and “Black Label” lines), Inface (acetate, titanium, steel), Nifties (frames sized for small faces), Charles Stone New York (urban and architectural references), ALIUM and Kilsgaard (anodized aluminum). Licenses include Jaguar Eyewear, JOOP! Eyewear, Morgan Eyewear, Bogner Eyewear, and MENRAD.
Design Eyewear Group International A/S states it manufactures frames for several of its brands and complies with Regulation (EU) 2017/745 (declaration of conformity). Selected FACE A FACE references carry the “Origine France Garantie” label, with key stages (shaping, polishing, assembly, finishing) completed in France. Material documentation mentions the use of bio-acetate and adjustments to packaging components (poly bags) to reduce environmental impact, noting the technical limits of biodegradability and color fastness.
The collections are sold through premium opticians worldwide, supported by teams and offices in several countries and regions (Denmark – Aarhus, USA – San Francisco, France – Paris, UK & Ireland, Germany/Austria/Switzerland, Spain, and more). The group maintains a professional portal and relationship programs for partners.
A Danish-origin, multi-brand design player combining European creative houses and international licenses, with selective distribution through opticians and quality assurance (EU compliance, OFG on selected references). The 2025 expansion (MENRAD plus Jaguar, JOOP!, and Morgan licenses) confirms a portfolio-driven, globally anchored strategy.
Further reading :
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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. A new era for European eyewear Headquartered in Aarhus, Denmark, Design Eyewear Group is already known for its […]
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Photo : Lumiprod