In November, Silhouette Group, a family-owned company based in Linz since 1964, will unveil its first flagship store: The House of Silhouette. Located at a prestigious address in Vienna’s 1st district, Herrengasse 1, this new store is dedicated entirely to eyewear.

Spread over two floors, The House of Silhouette offers a unique setting for customers to experience Austrian excellence firsthand and explore all the collections under one roof from the group’s three eyewear brands: Silhouette, evil eye, and Neubau Eyewear. This flagship store represents more than just a retail space; it marks the beginning of a new era as the company celebrates its 60th anniversary with an immersive experience into the fascinating and aspirational world of Silhouette.

The opening of this store underscores Silhouette Group’s innovative vision for the future. For sixty years, the company has relied on a select network of opticians and specialty retailers to distribute its products, and in recent years, Silhouette sunglasses have also been available online. Now, with the addition of their first store, the company is taking a significant step forward.

The House of Silhouette will provide comprehensive vision consultations and meet specific customer needs, offering an unforgettable shopping experience designed to foster loyalty. "In recent years, Herrengasse has become a landmark for quality brands, and as a family-run company, we feel particularly at home here," said Reinhard Mahr, CEO and CFO, explaining the choice of location.

Looking to the future, Michael Schmied, CMO, elaborated on the strategic developments: “My grandparents redefined the concept of eyewear sixty years ago, transforming them from mere visual aids into true accessories. Since 2017, we have offered not only frames but also lenses, produced in our state-of-the-art Lens Lab at our Linz headquarters. Now, we are taking a significant step towards our customers by offering direct consultation and sales.”

The retail experience at The House of Silhouette is not intended to replace collaboration with specialized retailers but to enhance it. “At The House of Silhouette, the focus is on personal experience. It is a place where our three brands can be appreciated and experienced firsthand. For Silhouette Group, it is crucial to position ourselves in the best possible way for the future and gain a deeper understanding of the needs of our specialized sales partners and customers,” explained Michael Schmied.