The Silhouette Group has grown into the largest independent player in the premium segment of the global eyewear market and is marking its anniversary with new visions for the future
Any company that has been breaking new ground since 1964 will also be thinking innovatively about its 60th anniversary—and to a greater degree than usual. “The future belongs to those who are focused on it with a passion. At our anniversary, we’re not looking back over the past 60 years; instead, we’re thinking how we can make the next 60 years just as successful. Our financial independence has allowed us to make our own decisions from the very outset,” explained Reinhard Mahr, CEO and CFO of the Silhouette Group. The family-owned Austrian company has some spectacular success stories behind it too. For example, how they revolutionized the eyewear market with feather-light, rimless, and screwless frames; how they developed their own ground-breaking materials in-house; and also that they have filed 55 patents, including solutions for lens attachment and corrugation technology for screwless, metal, and plastic connections. The company’s visionary focus on the future is deeply rooted in its DNA, as evidenced, for example, by the most renowned rimless eyewear in the world: the Titan Minimal Art. This radically minimalistic design classic is celebrating its 25th anniversary this year with over 12 million pairs having been sold to date.
Silhouette HeadquartersBy recognizing trends, identifying opportunities, and making new solutions possible, the Silhouette brand and the Silhouette Group have become the largest, independent players without licensed brands in the premium eyewear segment of the global eyewear market. The company’s products are sold in over 100 countries across five continents. They have 13 international offices and one regional office pointing to their international orientation. Silhouette is also one step ahead when it comes to sustainability. The company began using bio-based materials in 2019 and since September 2022, eyewear production at the Silhouette Group has been carbon-neutral with offsetting. Coming in January 2025, the company will be launching one of the most innovative, sustainable materials the eyewear industry has ever seen.
“You don’t stay number 1 by maintaining the status quo, but by continually questioning it,” explained Michael Schmied, CMO of the Silhouette Group. “We’re proud to have created a culture where innovation is not seen as a risk, but as an opportunity. In a market that is increasingly dominated by corporate giants, we stand out as a strong, independent force.”
Innovative store in a class of its own
The Silhouette Group is taking its vision forward—directly to its consumers. At the end of November, the company is opening something very special, completely new, and globally unique in the heart of Vienna, near the Hofburg Imperial Palace: the House of Silhouette, a brand experience store in a class of its own. Consumers will be able to immerse themselves in the world of premium eyewear across two floors. They can touch and experience the products from all three brands: Silhouette, evil eye, and NEUBAU EYEWEAR—under one roof for the first time ever. With the House of Silhouette, the Silhouette Group is creating a memorable and fascinating premium customer journey. For the premium eyewear manufacturer, the look of delight in the eyes of its customers will be the best of all anniversary gifts.
About Silhouette Group
Headquartered in Linz, Austria, the Silhouette Group is a world-leading manufacturer of premium eyewear, with over 1,300 employees worldwide. With 13 international subsidiaries, the family-owned company is the market leader in rimless eyewear, which has brought it acclaim and success around the world. Exports account for 95% of their production. Silhouette eyewear is available in over 100 countries. Since 2017, the company has been a full-service provider of frames and lenses – Made in Austria.
