Thélios adopts new luxury travel retail strategy for Fendi

LVMH-owned luxury eyewear specialist Thélios is implementing a new Maison-led travel retail strategy focused on enhanced brand storytelling and selective distribution. The company plans to expand its presence in major international airports across the Americas, Europe, the Middle East, and Asia Pacific over the next two to three years.

A central component of this strategy is the Fendi Spring 2027 eyewear collection, the first designed under Creative Director Maria Grazia Chiuri. The collection includes the Fendi Screen and Fendi Five Sisters lines. Thélios aims to prioritize the quality of its retail presence through tailored visual merchandising, shop-in-shops, and digital tools like virtual try-on technology.