Building a brand is one of the hardest things to do. Maintaining it is even harder.
A brand symbolises the values behind a product or service – and the experience customers come to expect. Whether it’s Louis Vuitton or McDonald’s, that recognition of quality and consistency is what defines strong brands.
But extending a brand into eyewear is a unique challenge. Many luxury names choose to license their collections rather than manage the complex design, regulatory, and distribution processes themselves. Others attempt it, only to find the optical world demands deep expertise – in design, fit, quality, compliance, and manufacturing.
It’s only in the past decade that luxury groups like LVMH and KERING have begun producing and distributing their own eyewear, rather than licensing it to manufacturers. In an industry filled with factories, agents, and licensing deals, it remains difficult to find partners who truly understand what it means to build eyewear as an authentic extension of a brand.
That’s where SOLMAR stands apart.
With over five decades of experience, SOLMAR offers a full concept-to-shelf service: from design and prototyping to materials, production, quality control, packaging, and logistics. But our real strength lies in something deeper – translating a brand’s DNA into eyewear that strengthens its identity.
SOLMAR isn’t just a factory – it’s your eyewear partner.
The process begins long before production – in the conversations, mood boards, sketches, and brand workshops all go into building a trusting relationship where we take full responsibility to help you create your eyewear brand.
We don’t offer catalogue designs or off-the-shelf frames. Instead, we work side by side with you to define the creative and commercial intent behind every frame. Guided by your desired aesthetic and market positioning, we design, prototype, and produce completely unique eyewear that fits your brand’s DNA – from materials and silhouette, to how it’s positioned and perceived by your audience.
It’s how we ensure your eyewear reflects your values and ultimately long-term vision. No two collections ever look (or feel) the same.
SOLMAR isn’t trend-driven. We’re legacy-driven.
Trends fade fast. Eyewear, when done well, endures. Our focus is on creating collections that remain true to your brand identity and evolve with you over time.
SOLMAR isn’t new to this industry.
Our founder, Jeremy Baines, has spent over 50 years shaping the eyewear landscape – from launching Dior in the UK to Polo Ralph Lauren in the US, and collaborating with brands such as Oakley, Arnette, and Von Zipper. His experience across both manufacturing and brand building gives SOLMAR a rare perspective – understanding the creative and operational realities from concept to retail.
So, what is SOLMAR?
- A strategic partner for brands expanding into eyewear
- Specialists in concept-to-shelf development
- Experts in brand interpretation and product translation
- Deeply experienced in both design and production
- Committed to craftsmanship, quality, and transparency
- Transparent, collaborative, and long-term in approach
- International experience in manufacturing and distribution
In short
SOLMAR bridges creativity and production. We help brands scale into eyewear without compromising who they are – building collections that feel timeless, not trend-led.
Ready to develop your eyewear collection?
If you’re exploring how eyewear could extend your brand, without losing what makes it unique – we’d love to help. Whether you’re an established label or an emerging fashion brand ready to expand, our approach remains the same: no shortcuts, no templates, no compromise.
Get in touch with the SOLMAR team to start shaping your concept.
