Lennox Eyewear is a brand of 4Care, international omnichannel provider of contact lenses, care products, eyewear and sunglasses.

The challenge

Since 2008, we are partners of 4Care in all areas of brand and corporate strategy as well as implementation. As part of the brand and product portfolio revision for correction and sunglasses, we pose ourselves two key questions:

What is Lennox’s role within the 4Care brand portfolio? And what added value can Lennox offer in comparison to the more upmarket glasses brands? ”

The strategy

To position Lennox Eyewear as a strategic private label with a clear brand profile and outstanding quality promise at an unbelievably low price!

For this we develop a distinct brand image around the claim “Lust auf Brille”. The entire assortment is stylistically re-structured into three new product categories “Classic”, “Style” and “Sport” – according to the different fashion and functional needs of spectacle wearers.

The introduction of a systematic trend process for four different seasons per year drives a more trend-oriented, consistent product development.