KETCHUM, Idaho (BRAIN) — Smith Optics is moving its product design operations from the brand's longtime home in Ketchum, Idaho, to a new design center in Portland, Oregon. Other Smith functions are being consolidated in Parsippany, New Jersey, the North American headquarters of Smith's parent company, Safilo Group.
Safilo said the move is part of a strategy to turn Smith into a globale eyewear brand. Safilo also owns the Carrera, Polaroid, Safilo and Oxydo brands and sells many products with licensed brands, including Dior, Gucci, Fossil, and Tommy Hilfiger.
The company did not immediately say how Smith's bike helmet operations would be affected, and contacts at Smith did not immediately respond to BRAIN inquiries on Wednesday.
"Safilo strongly believes in the global potential of the Smith brand and its development plan is an important element of Safilo's Group strategy," according to a Safilo statement. "It builds on the core strengths of the brand and adds essential new ones in order to reach the brand's full global potential."
Safilo said Portland will serve as the U.S. West Coast location and will serve as "the inspirational base for the product leadership activities." Smith design, product development, marketing, artwork, and e-commerce activities will relocate to Portland.
The global Smith business will be led out of New Jersey, as will Smith's IT, HR and finance functions. The company said the transition will happen gradually between 2015 and 2018.
Smith Optics was founded in Idaho in 1965. Safilo Group S.p.A, based in Italy, bought Smith in the 1990s. Safilo's stock is traded on the Italian stock exchange, Borsa Italiana.