Last September, the French brand Morel reached a pivotal milestone by refocusing its offering around the brand, increasing brand awareness and visibility through a successful communication campaign: "Looking Forward since 1880." Simultaneously, Morel  continues to expand its international presence with the launch of three new entities: as of January 2024, Morel Turkey, Morel Croatia, and Morel Australasia have strengthened the company's global presence, now operating directly on all five continents.

Today, the brand, which established in the Jura region in 1880, generates over 70% of its revenue internationally, thanks to its 18 subsidiaries totaling 275 employees globally. Beyond this strategy, geographical expansion has revolutionized the brand's distribution, bringing MOREL closer to opticians worldwide to provide an unparalleled customer experience.

This year celebrates the eyewear manufacturer’s longevity with another major event: the arrival of the 5th generation in the company. As the first of the new generation to join the company as a Commercial Ambassador at Morel, Arthur Morel proudly carries forward the family legacy. With this 5th generation of the family business, the company further accelerates its international development.