Silhouette makes move into retail

Store will showcase all three of the company’s brands

Silhouette has announced that it will open its first-ever standalone store in Vienna this November as its celebrates its 60th anniversary.

The two-storey House of Silhouette store will be located in Vienna’s first district, with its prominent address of Herrengasse 1. Designed by Peter Ippolito, it will focus on the themes of health and style with experiential architecture by Umdasch, including a 430 sq ft LED wall installation on the ground floor

All three of the group’s eyewear brands – Silhouette, Evil Eye and Neubau Eyewear – will be available to experience under one roof.

The store will offer a “full premium optical service” including consultations, eye tests and a fitting service with qualified professionals, the company told DO Online. It also has an area for refraction.

Explaining the choice of location, Silhouette CEO and CFO, Reinhard Mahr, said: “In recent years, Herrengasse has become a hub for Austrian, quality brands – and as a family business, we feel particularly at home here.”

Michael Schmied, Silhouette CMO, explained more about the group’s strategic development over recent years: “My grandparents redefined eyewear 60 years ago—moving from visual aids to accessories. Since 2017, we’ve been offering lenses in addition to frames, which are manufactured in our ultra-modern lens lab at our headquarters in Linz. Ultimately, we’re now taking a big step towards our customers by offering consultation and sales.”

However, the company was keen to emphasise that the retail experience was not intended to replace its partnership with specialist retailers.

“In the House of Silhouette, the focus is on personal experience,” said Michael. “It’s a place where our three brands can be appreciated and felt in person. For the Silhouette Group, it’s also important to be as well positioned as possible for the future and to understand our specialist retail partners and customers even better.”