Safilo Group, parent company of Smith Optics, has seen fit to shuffle the deck with sweeping organizational changes. The changes are ostensibly to support implementation of the group’s strategic plan for its core North American market and to accelerate its Sport Channel business. To that end, Francesco Rinaldi Ceroni was named president of Safilo’s Global Sport Division.
“By leveraging his expertise and knowledge of the sport segment as well as his commitment to innovation and sustainability Ceroni can exploit Safilo’s strong portfolio of outdoor brands and capabilities across international markets,” according to the Safilio statement. "This will contribute to the group’s medium-term goal of a strong and sizable sport channel which is expected to account for around 12% of its sales by 2027.”
The company also appointed Vittorio Verdun as Safilio’s new president of the North American market. Verdun has more than 30 years of industry experience, including13 years specifically in the eyewear sector. “We believe that our Global Sport Division creates important opportunities for us to proceed in our journey as a key player in the sector,” claims Angelo Trocchia, CEO of the Safilo Group. “We welcome Vittorio Verdun as the president for the North American market. With his wealth of experience, knowledge and extensive skillset, he will optimally lead Safilo in the U.S. and Canada.”
