At the upcoming edition of Premium (July 6-8, 2011), Cycle will launch "Sunglasses Cycle". The new capsule collection of sunglasses will be offered from s/s 2012, and will offer three models in nine color variants for men, women and also unisex styles. The line is totally made in Italy by very specialized producing laboratories of the Cadore eyewear manufacturing district with a retail price ranging between €120 and €180.

The new collection will be sold - at least initially - practically through the Cycle distribution network only. “Our aim is to reinforce the image of this brand internationally and make it become a fashion-driven ‘total look’ brand, even if always characterized by the brand's own DNA and its young rock spirit," commented Mirco Rota, Sales Manager at Cycle. "This product addition aims at complementing the offer of our accessories as, for instance, the recent agreement for the launch of a Cycle footwear collection in collaboration with shoe specialist Galizio Torresi for f/w 2011/12."

Aim of the initiative is to start selling about 5,000 pairs of glasses in Italy and about 3,000 in foreign countries. The distribution will start vis fashion stores for the first season and involve about 180 stores of the 600 ones of the Italian distribution network of the brand and a few more selected ones in foreign countries where the brand is sold through 200 stores Europe-wide. Cycle has also recently started selling the brand in China through about 50 multibrand high-end stores. Additionally, ten Italian image-driven opticians will be involved for s/s 2012, though only from f/w 2012/13 opticians might also be reached more thoroughly.

Cycle expects to close 2012 with a turnover of €36 million, while by the end of 2011 it will be around €30 million. At present, the foreign market distribution accounts for 15% of the brand's sales and is expected to grow up to 20% by s/s 2012. The brand started a more export-focused strategy after the appointment of Mirco Rota about a year and a half ago, after he had worked in similar positions for Dsquared and previously for Diesel.