Revo, an iconic performance eyewear brand from the 80s, is undergoing a major reinvention under new independent ownership. This episode details how Revo is revitalizing its brand identity, expanding into new retail channels including physical stores, and leveraging strategic partnerships to reintroduce itself to a new generation of consumers while honoring its heritage. It's a masterclass in brand repositioning and growth for legacy businesses.
Key takeaways
Revo's re-emergence under independent ownership demonstrates how brands can thrive when investment and support align with their core identity, contrasting with its previous tenure under larger conglomerates.
Successfully re-engaging a legacy brand involves a multi-channel growth strategy, targeting diverse sectors like optical stores, golf, winter sports, resorts, and hospitality to maximize market penetration.
Opening flagship physical retail stores in key global cities (New York, Barcelona) is crucial for brand visibility and creating experiential touchpoints to reconnect with consumers.
Strategic athlete endorsements, such as with the U.S. sailing team, provide authentic credibility and showcase product performance, vital for a brand reintroduction.
A brand "reinvention" isn't just about new products; it's about reminding consumers of your core value proposition and heritage, leveraging history while innovating for modern markets.
Revo is not a new company, but it's now in the process of reintroducing itself to more people.
The performance eyewear brand first launched in the '80s selling fashionable sunglasses with science-backed sun protection. Over the years, the brand got sold to many big players, including Ray-Ban and Essilor Luxxotica. But in 2018, an eyewear company called B. Robinson -- with the help of some outside investors -- decided to purchase Revo.
"It didn't have the same level of investment and the same level of support that it has had as an independent brand," said Cliff Robinson, the CEO of Revo, as well as the chief executive of B. Robinson.
Now, the company is in growth mode once again and just opened its first U.S. store in New York -- less than a year after opening a store in Barcelona.
"The growth has been coming from all these different sectors," said Robinson. "We're seeing growth in optical stores. We're seeing growth in the golf channel. We're seeing growth in the winter market with both goggles and sunglasses at resort areas. We're seeing growth from resorts and hospitality."
Robinson joined the Modern Retail Podcast and spoke about the new strategy with Revo and what's ahead. The focus now is on reintroducing people to the brand. They may remember it from decades ago, but now the company is trying to get front and center. With that, it's been working with athletes -- including the U.S. sailing team.
According to Robinson, Revo has always had the chance to become a true eyewear leader. "We felt there was this really great opportunity to breathe some additional life -- breathe some additional TLC -- and really make Revo the independent brand that it had been previously," he said.
Frequently asked about this episode
What does this episode say about brand & content?
Revo's re-emergence under independent ownership demonstrates how brands can thrive when investment and support align with their core identity, contrasting with its previous tenure under larger conglomerates.
What does this episode say about retail & omnichannel?
Successfully re-engaging a legacy brand involves a multi-channel growth strategy, targeting diverse sectors like optical stores, golf, winter sports, resorts, and hospitality to maximize market penetration.
What does this episode say about dtc strategy?
Opening flagship physical retail stores in key global cities (New York, Barcelona) is crucial for brand visibility and creating experiential touchpoints to reconnect with consumers.
What does this episode say about brand & content?
Strategic athlete endorsements, such as with the U.S. sailing team, provide authentic credibility and showcase product performance, vital for a brand reintroduction.
What does this episode say about brand & content?
A brand "reinvention" isn't just about new products; it's about reminding consumers of your core value proposition and heritage, leveraging history while innovating for modern markets.
