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Kaenon reflects on ten years of unique product success

by Steve Rosenberg on 16 Oct 2012
Looking forward via Telefonica skipper Iker Martinez’s Kaenon sunglasses. Martinez is a double Olympic medalist and triple World Champion, with two previous circumnavigations. © Richard Gladwell www.photosport.co.nz

On October 7, 2012, the CBS News program 60 Minutes reported on the eyewear industry and, more specifically, the immense concentration of power accumulated by one of Italy’s largest companies – Luxottica. 60 Minutes revealed some startling facts about the breadth and depth of Luxottica’s vertical integration virtually unknown to consumers outside the eyewear industry, namely:


- Luxottica owns well-known eyewear brands including Ray Ban, Oakley, Revo, Persol, Oliver Peoples, Mosley Tribes, Arnette, and others;

- Under license, Luxottica designs, manufactures, and sells a multitude of fashion/designer brand eyewear for Prada, Chanel, Coach, Burberry, Bvlgari, Polo Ralph Lauren, DKNY, Dolce & Gabbana, Tiffany, Versace, Tory Burch, Miu Miu, and others;

- Luxottica owns many of the largest optical retail stores including Sunglass Hut, Lens Crafters, Pearle Vision, Sears Optical,
Target Optical, OPSM, Grand Optical, Optical Shop of Aspen, ICON, ILORI, and others;

- Luxottica even owns EyeMed Vision Care, a vision insurance company.

Following the 60 Minutes report consumers spoke out against Luxottica and expressed their frustration toward what they now know to be the truth about many of the eyewear brands under the control of a single multinational conglomerate.  As 60 Minutes suggests, when a consumer purchases a sunglass under the Prada or Chanel moniker, are they really purchasing a Prada or Chanel product?

Over 10 years ago, two brothers from Southern California created Kaenon – a premium sunglass brand offering high quality sunglasses designed in California, and powered by a truly innovative and proprietary lens technology known as SR-91®.  Since day one, we have invested our resources and energy into producing innovative lens technologies and original designs.  Over the past decade Kaenon has evolved – and we will continue to introduce best-in-class product offerings – but our commitment to our founding principles has not wavered.   Choosing our own path and staying true to our core has not always been easy, but we are proud to see these same values reflected within our family of passionate consumers.  And we are grateful for our consumers’ support and loyalty over the years.

Throughout 2012, we have been celebrating Kaenon’s 10th Anniversary. We took this unique opportunity to re-affirm the values upon which we originally launched the brand:  Independence, Quality, Innovation, Authenticity, Performance, Originality, Customer Service, Family.  Now, while responding to our own customers who have been asking whether or not Kaenon is part of the Luxottica empire, we are again reminded of our core principles.

Kaenon is not owned by Luxottica. We believe Kaenon is the alternative. 

Steve and Darren Rosenberg
Co-Founders
Kaenon, Inc.

Click here to watch the 60 Minutes segment.



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