COMPANY PROFILE

ThE SwISS ARE kNOwN FOR ThEIR wATChES, ITALIANS ARE kNOwN FOR ThEIR hANdbAgS, AuSTRALIANS wILL bE kNOwN FOR ThEIR SuNgLASSES.

Sunshades has succeeded in building an exclusive, design-led eyewear business

that continues to demonstrate success on an international scale. Since the inception

of Sunshades, we have built our fundamental core business values around hard

work, a fearless approach to design, and dedication to building relationships with

all stakeholders across every aspect of the global eyewear market. At Sunshades

product is often the first touch-point a consumer has with our brand partners,

therefore the company will continue to reinvest and bring focus to technology,

staff and procedures. Our goal is to ensure that first impressions become strong,

long-term alliances between brands and their consumers.

IT IS OuR ONgOINg gOAL AT SuNShAdES EYEwEAR TO bE AdMIREd INTERNATIONALLY FOR OuR bRANdS, dESIgNS ANd FuN YET PROFESSIONAL APPROACh TO dOINg buSINESS.

SINCE 1969

SuNShAdES EARLY dAYSIt’s no surprise that Australia’s premier eyewear company was born from the sands

of Bondi Beach, arguably the country’s most famous sun seeking spot. In 1969,

the sundrenched coastline provided the perfect backdrop and inspiration for iconic

businesswoman and entrepreneur Betty Lasse. A young mother, Lasse returned

to the workforce when son Rodney Grunseit was just three months old, and ran a

pharmacy on the busy shopping strip of Ramsgate Avenue while simultaneously

establishing an eyewear business on neighboring Curlewis Street.

IN FOCuSBy 1974 Lasse had moved on from the pharmacy to work solely on the eyewear

business, eventually embarking on a trip to Taiwan where she established a direct

supply chain with three manufacturers, of which Sunshades proudly still works

with today. From just three employees in 1980, today the Sydney-based business

employs a staff of 110. Betty Lasse is considered a pioneer in the eyewear industry

and today Sunshades remains at the forefront internationally. Sunshades designs,

manufactures, sells and distributes some of the most successful and coveted brands

in the industry, including: Karen Walker, sass & bide, House of Holland, Ksubi,

Le Specs, Surface to Air and Oroton.

ThE FuTuRE IS bRIghTIn 2006, Betty Lasse passed away while travelling the Silk Road, living her life with

as much gusto as she had built her company. In memory of Lasse, a quote adorns

a plaque at the front entrance to the company headquarters. The words ‘you can do

it – be positive’, the last in a series of inspirational messages cemented in stone from

a truly inspirational businesswoman. The positivity of the Sunshades founder speaks

volumes of the way in which the company was born, grown and achieved its many

successes. Headed by Lasse’s son, Sunshades proudly remains a family-owned and

operated business. Sunshades continues to grow with the unique spirit and drive to

succeed that Betty Lasse founded the company on over 40 years ago.

SuNShAdES EYEwEAR hAS gROwN INTO AN INTERNATIONAL LICENSOR ANd dISTRIbuTOR OF FAShION EYEwEAR SELLINg IN ExCESS OF 3 MILLION PAIRS OF SuNgLASSES A YEAR IN OvER 30 COuNTRIES.

TOdAY uNdER ThE guIdANCE OF ROdNEY gRuNSEIT, SuNShAdES EYEwEAR hAS CEMENTEd ITS NAME ON ThE gLObAL FAShION STAgE.

SuNShAdES NOw

1997Offered the license to develop and

distribute Disney sunglasses and optical

frames due to the success of its private

label ranges. The company moved from

being a wholesaler of generic eyewear

to the guardian and licensor of some

of Australia’s leading fashion eyewear

brands.

1999On the strength of the ‘fashionability’

and innovation shown in the new

collections, Lasse and Grunseit acquire

the prestigious license for iconic

Australian brand Oroton. Simultaneously

Sunshades starts its own successful

sunglass brand Fish. Turnover is now in

excess of 1 million sunglasses per year.

2001Sunshades acquires the license

to design and distribute Morrissey

sunglasses cementing its place in the

fashion sunglass arena. This contract

quickly leads to development and

distribution deals with several other high

profile brands.

2003Wins prestigious OPSM award for

‘Sunglass Company of the Year’.

2004Sunshades gains the license to

design and distribute eyewear for

world-renowned New Zealand fashion

designer Karen Walker, an event that

coincided with the opening of a second

office and showroom in Auckland, New

Zealand. Sunshades joins forces with

Farmers, New Zealand’s leading and

largest department store to be their sole

sunglass supplier.

2005The rapid growth of the branded side of

the business necessitates the relocation

of the Sydney office to the new custom-

designed premises in Alexandria.

2009Acquires the license for Cancer Council

and Ksubi, further expanding an already

impressive portfolio. Awarded ‘Big W

Supplier of the Year’, for the second

year running.

2010Sunshades takes over iconic Australian

brand Mambo and re-models Sydney

DC to allow for 50% extra capacity.

Sunshades association with key

international retailers continues with the

ranging of Karen Walker Eyewear into

Harvey Nichols UK.

2011MinkPink and sass & bide sunglasses

are released. British fashion designer

Henry Holland joins forces with

Le Specs to create Henry Holland for

Le Specs, catapulting the brand into the

international arena.

2006Sunshades becomes responsible for

the hugely successful re-launch of

Le Specs, a license that assists the

company in becoming the largest

supplier of eyewear to Myer and David

Jones department stores. November

2006 saw the introduction of Karen

Walker into Barneys New York.

2007Sunshades awarded ‘Myer Supplier of

the Year’.

2008Sunshades awarded ‘Big W Supplier of

the Year’.

2012House of Holland and Cue Eyewear

are added to Sunshades portfolio.

Karen Walker Candy Bar begins its way

around the world thoughout leading

distributors. Karen Walker Eyewear is

stocked by leading department store,

Liberty UK.

2013With a turnover now in excess of

2.7 million units per year, Sunshades

re-models Sydney DC once again to

accomodate for international expansion.

sass & bide optical and Parisian brand

Surface to Air are launched, while

development commences for new

brands Seafolly, Preen, Sophie Hulme

and Jonathan Saunders.

RETAININg bRANd INTEgRITY IS AT ThE hEART OF EACh ANd EvERY PARTNERShIP SuNShAdES EYEwEAR CuLTIvATES.

kEY gLObAL PARTNERShIPS

We achieve this through a firm knowledge of design, manufacturing and brand

development supported by experienced customer service and marketing teams

across the globe. As a business, Sunshades has developed strong relationships with

some of the most influential accounts in fashion retail internationally, such as:

kAREN wALkER IS A FAShION bRANd wITh A REPuTATION FOR ITS ORIgINAL, EFFORTLESS ANd uNPRETENTIOuS STYLE.

The Surface to Air group started in Paris in 2000 and has since evolved into an

internationally recognized identity, synonymous with excellence across all disciplines

of fashion, art direction, and film. Today, each branch develops its own activity within

the vision and aesthetic of Surface to Air. Through the implementation of this

approach, founder Jeremie Rozan has created a company able to adapt freely to

the changing trends specific to each creative field.

/ SuRFACETOAIR.COM

bOuTIQuEKaren Walker Eyewear focuses on taking extremes and pushing them together

- masculine and feminine, tailored and street, luxury and non luxury, dark and

super-cute. Karen Walker’s collections celebrate the anti ‘it girl’ - characters like Ally

Sheedy’s heavy fringed weirdo in ‘The Breakfast Club’ - not the beautiful girl in the

room, but the interesting one. These extremes reflect heavily in the eyewear collection

as an ongoing reference.

/ kARENwALkEREYEwEAR.COM

SuRFACE TO AIR IS ThE bRANd FOR ThOSE whO LOvE FAShION, MOvIES, ART, MuSIC ANd CONSTANTLY RENEwEd CREATIvITY.

Founded in 1996, now designing six collections a year, with a style that is described

as deconstructed chic with a minimal opulence, Justin and Thea have grown

their label from a tiny shop in London’s Portobello Road, to now selling in over 25

countries world wide. Preen designs are worn by high profile women including Kate

Moss, Gwyneth Paltrow, Beyonce, Rihanna and Michelle Obama.

/ PREEN.Eu

JuSTIN ThORNTON ANd ThEA bREgAzzI bRINg TOgEThER ALL ThINgS vICTORIANA, A PASSION FOR RECYCLINg, ANd A MASCuLINE ANd FEMININE, hARd/SOFT MIx .

ExPERTS IN hIgh-ENd dESIgN, SuNShAdES EYEwEAR’S TEAM OF ‘bOuTIQuE’ EYEwEAR dESIgNERS ARE ExPERIENCEd TO uNdERSTANd ThE SPECIFIC ASPECTS ANd NuANCES OF ThE EYEwEAR MARkET.

bOuTIQuEOvER ThE PAST 12 YEARS kSubI hAS EvOLvEd INTO ONE OF ThE MOST NOTORIOuS ANd RECOgNISAbLE FAShION bRANdS IN ThE wORLd.

Undeniably one of the most famous Australian brands in the international

marketplace, Ksubi has built a significant presence and cult following along the way.

Ideas, individuality and authenticity have developed Ksubi into a tangible subculture;

one that encompasses all that is fashion, art and music. Remaining uninfluenced by

consumer trends, choosing instead to set its own agenda, the social commentary

that originates from Ksubi is as relevant and thought provoking as ever. Whether it

be their numerous conceptual feats, topical fashion aesthetic or signature denim, the

boys behind Ksubi have already inspired one generation and is well on the way to

inspiring another.

/ kSubI.COM

Henry Holland designs with a London girl aesthetic in mind and is continually

inspired by the variety of attitudes, cultures and mindsets that exist throughout the

UK capital. Known for a cheeky attitude and humorous digs at fashion, House of

Holland Eyewear stays true to the brands irreverent aesthetic. The collection is a nod

to Henry’s sense of humour with quirky shapes and classic House of Holland irony.

Firmly established in the international fashion scene, House of Holland now boasts

an impressive roster of international premium stockists including Browns Focus,

Selfridges, Harvey Nichols, Colette, Opening Ceremony and Barneys New York.

/ hOuSEOFhOLLANd.CO.uk

hENRY hOLLANd CATAPuLTEd INTO ThE FAShION LIMELIghT IN 2006 wITh hIS IRREvERENT SLOgAN TEES FEATuRINg CATChPhRASES SuCh AS “uhu gARETh Pugh” ANd “gET YOuR FREAk ON gILES dEACON”. SuNShAdES EYEwEAR

OFFER A dISTINCTIvE OPPORTuNITY FOR dESIgNERS ANd RETAILERS TO COLLAbORATE, dESIgN, MANuFACTuRE, MARkET ANd MANAgE A PROduCT TO MARkET.

FOuNdEd IN ThE EARLY 1980’S MORRISSEY hAS bEEN A dOMINANT FORCE IN AuSTRALIAN FAShION FOR ALMOST ThREE dECAdES.

Morrissey has been continually innovative since its launch in the wildly creative early

80’s fashion scene. Fusing sexy and sophisticated chic, Peter Morrissey states that

the brand is about ‘celebrating life to the full’. Morrissey believes people wear his

sunglasses to feel like a rock star, not to keep the sun from their eyes. The handmade

eyewear collection has unisex appeal, with the ethos “it’s less about age and more

about attitude”.

/ PETERMORRISSEY.COM.Au

LuxuRY

sass & bide is the namesake label of Sarah-Jane Clarke & Heidi Middleton. Evolving

from a cult favourite to an international design sensation, sass & bide has thrived

from the eclectic spirit of its designers & their defined vision. Their collections

incorporate all that is synonymous with the brand, from strong modern silhouettes

to eastern tribal influences. With a focus on distinctive hardware, signature colours

and contradictions in design, the collection epitomises modern luxury. Each frame is

adorned with a small sass & bide star on the left tip, a reference to the tattoo the girls

share, symbolising their friendship.

/ SASSANdbIdE.COM

SASS & bIdE IS ONE OF AuSTRALIA’S MOST RESPECTEd ANd LOvEd FAShION LAbELS, RECOgNISEd gLObALLY FOR MOdERN, dISTINCT dESIgNS ACROSS APPAREL ANd ACCESSORIES.

Steeped in a 75 year history, the Oroton collection draws from its heritage while

interpreting international trends for a distinct and distinguished ‘O’ enthusiast. The

Oroton eyewear collection offers luxury eyewear for women of all ages, combining

sophisticated elegance and optimum product quality. Every frame is handcrafted

using exclusively selected acetates and optical grade monel metal materials.

/ OROTON.COM

AN AuSTRALIAN LEAdER IN CONTEMPORARY STYLE, bOTh MOdERN ANd TIMELESS, OROTON IS uPMARkET buT ATTAINAbLE, bEAuTIFuL ANd PRACTICAL.

SuNShAdES EYEwEAR’S LuxuRY dIvISION COMbINES A uNIQuE SkILL SET OF CRAFTSMANShIP, INTERPRETATION OF TRENdS FOR MARkET ANd ENSuRINg SALEAbILITY.

FAShION/YOuTh

Expanding internationally, MinkPink has been donned by some of the hottest

celebrities of the moment; such as Katy Perry, Kate Bosworth, Whitney Port and Kim

Kardashian. The brand continues to inspire, support and encourage a diverse female

market, all lovers of fashion, festivals and music.

/ MINkPINk.COM

wITh A PhILOSOPhY ThAT IS vINTAgE INSPIREd, ECLECTIC, COOL ANd LAId bACk, MINkPINk IS STOCkEd IN MORE ThAN ONE ThOuSANd bOuTIQuES wORLdwIdE.

Stepping confidently into summer with a fresh look, a new muse, and a vibrant

eyewear collection inspired by the Fiorelli girl’s love of popular culture. Fiorelli presents

a collection that embraces a sense of fun, a playful attitude and an international allure

while delivering on trend eyewear that is stylish and affordable.

ICONIC AuSTRALIAN ACCESSORIES bRANd FIORELLI REINvENTS ITSELF SEASON AFTER SEASON TO ENSuRE ITS POSITION IN ThE COMPETITIvE FAST FAShION STAgE.

SYNONYMOuS wITh YOuTh FAShION, dRIvEN bY FEARLESS dESIgN ANd INNOvATION,LE SPECS SETS TRENdS RAThER ThAN FOLLOwINg ThEM.

Defined by reinvention of classic shapes injected with sleek, modern attitude,

Le Specs has forged its position in the market as a leading youth-driven and

directional brand. Le Specs’ success is testament to its provocative styling and

ability to stay on the pulse of current trends, while maintaining a distinct aesthetic

that acknowledges its heritage.

/ LESPECS.COM.Au

Seafolly has fast become one of the most recognised swimwear and beach lifestyle

brands world-wide. Spanning the broad international market, Seafolly is currently

stocked in major fashion department stores and boutiques around the world.

/ SEAFOLLY.COM.Au

SINCE 1975, SEAFOLLY hAS bEEN AT ThE EPICENTRE OF AuSTRALIAN bEACh LIFESTYLE.

COMbININg OuR ExPERIENCE IN bOTh LuxuRY ANd bOuTIQuE, SuNShAdES EYEwEAR IS A FORERuNNER TO CREATINg ON-TRENd, AFFORdAbLE, FAST-FAShION COLLECTIONS TAILOREd TO ThE YOuTh dEMOgRAPhIC.

ThE vISION OF CANCER COuNCIL AuSTRALIA IS TO MINIMISE ThE ThREAT OF CANCER ThROugh SuCCESSFuL PREvENTION, bEST TREATMENT ANd SuPPORT.

Fish Polarised sunglasses are the ultimate glare-free solution, providing maximum

protection and comfort. Fish polarised sunglasses offer a wide variety of lens tints

suitable for salt water and freshwater fishing environments, instantly improving depth

perception. The cohesive collection includes lightweight, soft touch polycarbonate

frames and spring hinges providing superior comfort and functionality. Fish Polarised

introduce their latest developments in lightweight materials, such as the new ‘floating’

and ‘flexi’ frame, a must have for the water enthusiast.

LIFESTYLESeamlessly combining function & fashion, Cancer Council sunglasses provide

maximum sun protection accessible to all Australians through affordable pricing and

mass market distribution. By purchasing sunglasses from the Cancer Council you are

helping to fund research, education and patient support in Australia.

/ CANCER.ORg.Au

FISh POLARISEd IS ThE OPTIMAL wATER SPORTS EYEwEAR SOLuTION, dESIgNEd SPECIFICALLY FOR ThE wATER ENThuSIAST.

Glarefoil Polarised lens technology has been designed for optimal glare-free vision

at an affordable price. Premium sports features include; rubberised grip, adjustable

nose pads and spring hinges specifically designed for active people. Performance

styling and streamlined silhouettes provide optimal fit and comfort.

dEvELOPEd FOR PERFORMANCE, PROTECTION ANd COMFORT, gLAREFOIL POLARISEd IS ThE uLTIMATE IN AFFORdAbLE SPORTS LIFESTYLE EYEwEAR.

SuNShAdES EYEwEAR bOASTS A STRONg POLARISEd PORTFOLIO COMPRISINg OF hIghLY RESPECTEd ANd SuCCESSFuL EYEwEAR bRANdS INCLudINg: CANCER COuNCIL, AuSTRALIA’S MOST TRuSTEd EYEwEAR bRANd.

With over 40 years in the industry, Sunshades dedicated design team are always at

the forefront of fashion across all categories to ensure a position in every niche; our

expertise builds collections around styles and trends that haven’t previously been

presented. Forever sourcing and translating trends, finding new ways to interpret

materials and constant contact with manufacturers ensures that Sunshades

delivers the best ideas to the market.

Sunshades works closely with our collaborators to ensure our team understands

each brands individual DNA and can create collections that are aesthetically akin.

Only once the Sunshades team has a complete understanding of a brands customer,

will the design and manufacturing process begin. From concept through to launch,

Sunshades ensures the entire process is collaborative and that there is sign off at

every stage of development. Sunshades continues to attract the best international

brands and retailers that share its ethos of fearless creativity and fashionability.

dESIgNFOCuSINg ON dESIgN INTEgRITY ANd INNOvATION ENSuRES ThAT SuNShAdES EYEwEAR IS ALwAYS AT ThE FOREFRONT OF ThE EYEwEAR MARkET.

MANuFACTuRINgSunshades design team works closely

with the worlds leading manufacturers

to ensure all regulatory standards are

exceeded, processes are managed

with the upmost superior quality. Our

factories are regularly monitored to

maintain ethical working environments

and respected relationships.

INSPIRATIONThe design team spend close to three

months a year scouting the globe

sourcing inspiration and innovation.

Developing over 1800 new styles

annually, the team attend international

trade fairs, vintage markets and leading

retail stores, bringing cutting edge

design direct to the market place.

COLLAbORATIONSThe Sunshades team has the proven ability and capacity to collaborate with all

sectors of the apparel market from luxury, high-end and independent designers

through to mass and specialty retailers, and fast-fashion brands. To leverage our

portfolio and diversify our market position, Sunshades has also collaborated with

personalities, publications and events.

INdENT & MTO PROgRAMMEWith widespread experience in producing fast-turning private label and MTO (made

to order) ranges for leading retailers worldwide including Myer (AUS), Sportsgirl

(AUS), Farmers (NZ) & Sears (USA), Sunshades offers a comprehensive indent and

MTO programme for eyewear design and manufacturing. Sunshades designers

work in partnership with brand managers and retail buyers to design and create

collections specific to each brand and market. Working across a vast amount of

channels and markets provides Sunshades the ability to develop product to satisfy all

pricing targets. With a history and experience extending over 40 years, clients can be

confident that Sunshades uses the most reliable leading manufacturers to ensure that

all sunglasses pass international eyewear standards.

dESIgN CONSuLTANCYConstant international travel for inspiration, sourcing and trend forecasting ensures

Sunshades designers are leaders in the industry. From quirky, statement-making

styles to those with universal and mass-market appeal, our teams ability to

manipulate a trend to suit an individual eyewear market and produce a ‘best seller’

is second to none.

PROTECTINg INTEgRITY OF INdIvIduAL bRANdS IS AT ThE FOREFRONT OF EACh COLLAbORATION. REINFORCEd bY OuR ExPERTISE IN ChANNEL MANAgEMENT, wE SELECT ONLY ThOSE RETAILERS whO hAvE ThE RIghT bRANd SYNERgY.

bRANd MANAgEMENT

SuNShAdES EYEwEAR dEFINES A gLObAL ChANNEL MANAgEMENT STRATEgY FOR EACh bRANd IN OuR PORTFOLIO TO ENSuRE ThE MOST EFFECTIvE bRANd REPRESENTATION wIThIN EACh RETAIL SEgMENT.

INTERNATIONALSunshades dedicated International

Business Manager strategically positions

brands on the global fashion stage.

At present, the Sunshades portfolio of

brands are sold in over 30 countries

worldwide.

dEPARTMENT STORESSunshades is very well represented in

the worlds leading department stores

including Barneys New York, Harvey

Nichols, Nordstrom, PUB, Beams, Lane

Crawford, Myer, David Jones, Big W,

Sears, Target and Farmers.

SuNgLASS SPECIALTYSunshades supply fashion sunglasses

to key international sunglass specialty

stores including Sunglass Hut, achieving

high stock turn from brands that are well

recognised and well serviced.

ChANNEL MANAgEMENT

OPTOMETRYSunshades supply prescription

sunglasses and optical frames to

leading optometry buying groups

including ProVision and Eyecare

Plus, as well as major chains such as

OPSM, Paris Miki and over 1500

independent optometrists globally. The

ophthalmic channel is serviced by a

team of account managers experienced

as trained dispensers and optical

technicians.

FAShION RETAIL ChAINSSunshades fashion retail customers are

assured that all key trends in eyewear

will be presented and covered for their

individual range and specific target

customer. Our key fashion retail chain

partners include Sportsgirl, Witchery,

Sussans and Myer.

FAShION bOuTIQuESThe Sunshades portfolio is represented

in over 300 carefully selected boutiques

globally to guarantee synergy with

the brands unique DNA. Working in

partnership with leading boutique

fashion agents and international

distributors ensures our brands are

represented by the best possible team

in each region.

PhARMACYSunshades is endorsed as a preferred

supplier to most pharmacy groups in

Australia and New Zealand including

Life Pharmacy, Chemplus, National

Pharmacy, Chemmart, Healthwise,

Pharmacy Alliance, Capital Chemist,

Friendlies, Miracle Management and

many more.

ONLINEDedicated account managers

strategically position and manage

brands to ensure correct demographic

alignment. Online stockists include;

ASOS, Nasty Gal and Shopbop.

SuRF/YOuThWith a strong youth portfolio,

investment in exciting marketing

initiatives and an understanding of

the importance of social media in this

category, Sunshades is the largest

sunglass supplier to major international

surf/youth retailers including General

Pants and Urban Outfitters.

wE uNdERSTANd ThAT MAINTAININg bRANd CONSISTENCY ACROSS ALL ChANNELS IS CRITICAL TO ThELONg-TERM SuCCESS ANd POSITIONINg OFA bRANd.

MARkETINg

With experience and proficiency across traditional, experiential and digital marketing,

the Sunshades marketing team construct specialised marketing calendars designed

to gain market share while remaining true to each unique brand DNA. The team

includes an in-house graphics and photography department who work closely

with brand managers to bring each brand to life and to ensure integrity. The annual

marketing strategies for each brand include a mix of international and national

PR, social media, advertising, outdoor campaigns, photography shoots, fashion

show sponsorship, media and customer events, window display, point of sale, staff

incentives, training and online marketing.

ThE SuNShAdES EYEwEAR MARkETINg TEAM wORkS IN CONJuNCTION wITh kEY NATIONAL ANd INTERNATIONAL PR AgENCIES TO ENSuRE MAxIMuM gLObAL COvERAgE.

RETAIL FOCuSWith a strong retail focus, the marketing

team execute innovative strategies

from ‘out of the box’ in-store concepts

through to high impact campaigns

designed to drive customers into store.

dIgITAL & SOCIAL MEdIAThe team develop and manage

e-commerce and social media sites

across all major platforms to increase

brand awareness and synergy to ensure

conversion.

PR & CELEbRITY ENdORSEMENTwE uNdERSTANd ThAT ThE IMAgE OF EACh bRANd IN OuR PORTFOLIO MuST uPhOLd A STRONg MESSAgE OF QuALITY, INdIvIduALITY ANd ExCLuSIvITY wIThIN ITS SPECIFIC MARkET ANd ENgAgE ThE TARgET CuSTOMER.

gLObAL PubLIC RELATIONSRegardless of the market Sunshades operates within, the company believes a

strong PR campaign is integral to develop a brands recognition and raise its profile.

Our brands are leveraged through good, solid relationships with the media and the

industry, product placement, celebrity endorsement, event sponsorship and ensuring

key influencers are talking about our brands. Sunshades employs 18 expert PR

agencies in over 20 countries globally to grow each brand, win new business and

ensure each brand is always at the top of its channel.

Working in conjunction with key international PR agencies the team develop

comprehensive global communications strategies including showroom

representation, pitching, fashion show sponsorships, events, creative stunts

and VIP seeding.

SEEdINgSunshades works closely with its

PR agents globally to identify key

personalities, celebrities and influencers

suited to each brand for gifting. Through

successful targeting, Sunshades brands

have been spotted on many high profile

celebrities such as Beyonce, Rihanna,

Cara Delevingne, Miranda Kerr, Gwen

Stefani and Alexa Chung, to name a

few.

SPONSORShIPSponsorships play a key role in the

Sunshades marketing strategy. Most

recently, Sunshades partnered with

Henry Holland at Coachella, Changing

Lanes Festival, The Big Day Out and

regularly joins forces with its designers

in supporting product launches.

CuSTOMER SERvICEThe customer service team is committed to providing exceptional, professional and

consistent service to both internal and external customers. The modus operandi of

this team is to ensure that each encounter a customer has with either the Sunshades

company or product is a pleasant and meaningful experience.

LOgISTICSSunshades offers various logistical solutions to meet our customers different

requirements. We employ the latest automated procurement technologies, from

EDI for purchasing and order creation, to scanpack for picking and packing at our

Sydney DC. This allows us to process customer orders with maximum efficiency and

accuracy. We ensure that the care and distribution of our product is rated as one of

the highest in the industry globally.

MERChANdISE PLANNINgOur merchandise planning team works closely with design and sales to closely

monitor stock performance and industry trends. Through monthly, seasonal

and annual forecasting, we cover requirements for both northern and southern

hemisphere markets. Best sellers are identified with precise information provided from

key retailers across the business, ensuring sufficient and timely stock coverage to all

retail channels.

INFORMATION TEChNOLOgYSunshades is heavily geared to analysis and IT solutions. Our systems allow us

to analyse data and narrow our focus to particular demographics, locations or

at a store-by-store level. We are the eyewear industry leaders in Australia in EDI

(electronic data interchange).

OuR TEAMbuILT ON AN EThOS OF CREATIvITY, FAShIONAbILITY ANd FuN, SuNShAdES OuTSTANdINg SuCCESS CAN bE ATTRIbuTEd TO ITS uNIQuE COMPANY CuLTuRE ANd ThE ENORMOuS ENERgY ANd vISION OF ThE ENTIRE SuNShAdES TEAM.

PROduCT dESIgNExperience, and knowledge coupled

with a sense of fearlessness and fun

is what defines the Sunshades design

team. From fast-fashion to high-end

boutique design and across all price

points, Sunshades product design team

understands the specific distinctions

and attributes of each level of the

eyewear market.

FINANCEVia effective management practices

and creative ideas, our experienced

finance team strives to build a working

environment that uses fiscal resources

and capabilities to serve customers

better.

ONLINEAll websites including e-commerce and

social media platforms are managed in

house by web designers, developers

and supported by the marketing team.

SALES & FIELdWith an integrated network of account

managers, merchandisers, international

distributors and agents servicing each

specific sales channel, the Sunshades

sales department is best equipped to

launch a brand to market and nurture its

growth. At the store level, our field team

is the face of Sunshades and together

with the sales team cover over 4000

stores internationally.

MARkETINgA strong retail focus combined with

knowledge and aptitude across both

traditional and digital marketing, enables

Sunshades to execute innovative

marketing tactics from unique in-store

concepts through to impactful brand

awareness campaigns and everything in

between nationally and internationally.

IT IS OuR ONgOINg gOAL AT SuNShAdES EYEwEAR TO bE AdMIREd INTERNATIONALLY FOR OuR bRANdS, dESIgN ANd FuN YET PROFESSIONAL APPROACh TO dOINg buSINESS.

SuNShAdESEYEwEAR.COM.Au

SuNShAdES EYEwEAR PTY. LTd. PO bOx 7217 ALExANdRIA NSw AuSTRALIA 2015 / +61 2 8303 7300 / ENQuIRIES@SuNShAdESEYEwEAR.COM.Au