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Stories

Divel Italia

Brando Marracini

Words Enrico S. Benincasa

08/07/2025

Brando Marracini, General Manager of Divel Italia, shares with us how tradition, innovation and sustainability drive the company’s growth in the global eyewear market

The story of Divel Italia began in the post-war period, but it’s a story where elements like technology and innovation have always been fundamental. How important are tradition and the ability to evolve in today's market?
The story of Divel Italia Spa is deeply rooted in the Italian tradition of the post-war era, a time of rebirth and innovation. Today, in a highly competitive market, the ability to evolve is crucial. Tradition provides us with a solid foundation of values and expertise, while innovation allows us to respond to the constantly changing needs of our customers. It is the combination of these two elements that sets us apart, enabling us to grow and consolidate our position.

How important was 2010 for Divel Italia's journey, with the introduction of the Aurora progressive lens?Aurora represented a significant technological leap within our product portfolio. The technology behind the Aurora lens - today known as Aclear and now in its fourth generation - marked the first milestone in a journey of research and investment that allowed us to become independent and recognizable in the lens market. Your work with eco-sustainable materials shows how strongly you believe in these products. How strategic

is it for Divel to be well-positioned in this market today?
Environmental responsibility extends not only to every one of our production sites but has also driven us to develop lenses and sun filters made with an increasing percentage of bio-based and eco-sustainable materials. Being well-positioned with sustainable products is strategic not only to meet growing consumer expectations, but also to contribute to a more sustainable future. Divel was the first company to launch an entire range of sustainable eyewear products in various materials - both sun and ophthalmic - through our Divel Green Line and Gaia lines.

Your sun lens division works with luxury brands and designers from around the world. How is a custom lens created for a luxury brand? Does a brand's country of origin influence style, colour, and design choices?
Our sun lens division collaborates with fashion brands and designers to create custom products. This process involves close cooperation with designers to understand their specific needs and translate them into lenses that reflect the brand's identity. A brand's country of origin can influence style, colour, and design preferences, but in today's global market, these differences tend to be less pronounced and less relevant. What matters more is the substance and quality of the product rather than where it comes from. What truly sets us apart, however, is the bespoke service we offer: the goal is always to create a product that is unique and representative of the brand.

With the opening of Divel Iberia, what goals have you set for the Spanish market and what added value do you believe you bring, compared to your competitors?
We aim to strengthen our presence in the Spanish market by offering high-quality products and excellent customer service. With Divel Iberia, we have taken on the mission of introducing local opticians to the value of our lenses: their quality and innovation, as well as all the distinctive and unique elements of Divel.

Today, Divel has 10 branches in Italy, 4 factories, 5 international branches, and distributors worldwide. Presence is important, but there's still room for growth. Following the openings of recent years and the recent creation of Divel Iberia, are you planning to further expand in the short or medium term?
We currently have branches in China, France, Albania, Ukraine, Morocco and Egypt, and there's still room for growth. After the recent openings in Spain and Romania - where we also established a construction lab - we are evaluating further expansions in the short and medium term to consolidate our position and enter new markets, including North America, the Middle East, and Southeast Asia.

 

Originally published on Eyebook 33

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