Serengeti Eyewear Announces Move to California

Serengeti Spring/Summer 2021

Serengeti is returning to its North American roots and has relocated all brand operations from Lyon, France to Carlsbad, California in a strategic move to reignite the “American soul” of the eyewear brand that is owned by Bollé Brands.

The relocation of global brand management, which took effect on February 1, includes brand vision, marketing, creative, and product development, all of which will be managed by a core team based in the Bollé Brands North American headquarters in Carlsbad, California.

“Our decision to bring Serengeti back to its roots in North America aligns with our vision for rapid and robust growth in this key market in addition to our very solid performance in EMEA. We are confident that this move will strengthen our brand’s historic presence and further solidify its position in the region as we continue to build on the legacy of our brands with a relentless focus on the future,” said François Benaben, President of Sport & Luxury (Serengeti, Bollé, Spy+) at Bollé Brands.

The relocation will also allow the brand to expand its presence in the specialty optical market, which remains a core growth channel.

“This move represents an important new era for Serengeti,” said Joe Freitag, who has been named the new Vice President of Brand for Serengeti.

Freitag also serves as Bollé Brands President of North America and VP of Brand for Spy+. “With such a rich heritage, pioneering lens technology, and focus on craftsmanship and design, our mission will be to replant Serengeti’s roots and reestablish its place as a leading American eyewear brand. This will both amplify our growth in North America and support the momentum of our already strong European business,” said Freitag.

In the coming months, Serengeti will continue to build upon its iconic 3-in-1 “Drivers” sun lens technology, with plans to expand into new categories, such as the recent launch of its ophthalmic line. Each pair of Serengeti mineral lenses is meticulously crafted, combining Photochromic lenses, Spectral Control, and polarization technology, ensuring an unparalleled visual experience.

About Serengeti

Serengeti is an iconic eyewear brand with a rich 45-year heritage in pioneering lens technology, craftsmanship, and design. Renowned for its premium quality and timeless style, Serengeti maintains its commitment to excellence, innovation, and the “American soul” ethos upon which the brand was built.


About Bollé Brands Group

From its global headquarters in Lyon, France, Bollé Brands Group is a world leader in the design, conception, and production of innovative and sustainable performance sport, lifestyle, and fashion sunglasses, ski & bike helmets, and goggles. The global Bollé Brands team operates at the forefront of design, technology, performance, and fit across its flagship brands Bollé, Bollé Safety, Serengeti, and Spy+.


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