EXEC: Smith Optics Sees E-Commerce Increase to 40 Percent of Sales in 2025
In a recent announcement, Angelo Trocchia, CEO of Safilo Group S.p.A., the parent company of Smith Optics, revealed that the brand anticipates e-commerce sales to account for 40 percent of its total sales by the year 2025. This projection comes amid a complex global landscape characterized by geopolitical tensions, market volatility, and tariff pressures.
Performance Overview
In 2025, Safilo reported net sales of €983.4 million, marking a 1.8 percent increase at constant exchange rates. This growth was bolstered by contributions from both North America and Europe, showcasing the strength of Safilo’s diverse brand portfolio. Trocchia emphasized the importance of geographical diversification and adaptability in achieving these results.
Sales Breakdown
Despite a year-over-year decline of 1 percent at current exchange rates, Safilo’s performance in the fourth quarter showed resilience, with net sales reaching €225.0 million, a 0.4 percent increase year-over-year at constant exchange rates. The organic growth for the year was primarily driven by a robust demand for prescription frames, which offset the challenging trends in the sunglasses market.
Brand Portfolio Strength
Safilo’s diverse brand portfolio played a crucial role in its growth trajectory. The company noted that its flagship brands, including Carrera, Smith, and David Beckham, along with various licensed brands such as Tommy Hilfiger and Marc Jacobs, contributed significantly to its success. Carrera, in particular, stood out for its dynamic performance, with strong growth across key markets.
Direct-to-Consumer Channel Growth
Smith Optics has notably excelled in its direct-to-consumer (DTC) channel, which now accounts for approximately 40 percent of the brand’s total business. This growth is particularly significant given the challenges faced by brick-and-mortar retail. Smith’s leadership in the U.S. winter sports segment further solidified its position in the market.
Regional Performance
North America
In North America, sales for 2025 reached €417.6 million, reflecting a 1.8 percent increase year-over-year at constant exchange rates. However, at current exchange rates, revenues declined by 2.6 percent due to the depreciation of the U.S. dollar against the euro. The wholesale channel showed mid-single-digit growth, driven by strong performances from brands like David Beckham and Tommy Hilfiger.
Europe
Europe’s sales in 2025 amounted to €423.9 million, a 2.7 percent increase year-over-year at constant exchange rates. The fourth quarter demonstrated a resilient performance, despite facing challenges related to product supply and the de-consolidation of certain business segments.
Future Outlook
Looking ahead, Smith Optics is well-positioned to leverage its strong brand portfolio and expanding e-commerce capabilities. The company aims to continue its growth trajectory by enhancing its online presence and adapting to evolving consumer preferences.
Frequently Asked Questions
Smith Optics anticipates that e-commerce sales will account for 40 percent of its total sales by the year 2025.
In 2025, Safilo Group reported net sales of €983.4 million, which is a 1.8 percent increase at constant exchange rates compared to the previous year.
The growth of Safilo’s brand portfolio was attributed to the strength and balance of its flagship brands, including Carrera and David Beckham, as well as its key contemporary and lifestyle licenses.
Note: The information provided in this article is based on the latest available data as of 2025 and is subject to change as new reports and analyses are released.
