Company profile Etnia Barcelona

The Etnia Barcelona brand was created in 2001 with the idea of being the most creative and colorful brand in the interna-tional optical industry, creating unique eyewear whose value lies in the design of its colors.

When David Pellicer founded the company at 23, he created the first color-based collection. This represented a complete break from the color scheme of the col-lections in the market, which at the time were only expressed by dark shades like black or brown.

He gradually began surrounding himself with a team of creative professionals and artists who en-dowed the brand with an identity that took creativity to the limit and was expressed by creativity to the limit and was expressed by a radical color range, both in the collections and in the communication.

This first collection made an impact at the New York Expo, thus opening up the doors to major European markets.

Little by little the brand was tak-ing on a sense that was turning glasses into an instrument for ex-pression. Dressing up faces with yellow or orange or purple glasses was more than the mere use of an accessory and was becoming a means of expression wedged between fashion and art.

The stylistic freedom that absorbed the philosophy implemented in the design team seemed limitless, and the brand’s independence compared to other firms was strengthened with each collection launch, cre-ating a world apart.

The brand’s spirit reflected a world which embraced all cultures, all races and all colors in existence and reflected the variety of people and personalities from all over the globe.

The decision to start designing its own colors arose naturally, and finding the right partner to make them opened up a world of possibilities centered on color. This is when Etnia Barcelona ful-ly surrendered to complete color experimentation.

From the start of the Etnia Barcelona project, the company has conceived the world as a shared space, and this led it to base its business model on the aspiration to export to the five continents and build a global logistics network.

Most of Etnia Barcelona’s sales activity is conducted abroad, and its production is supported by strategic partners worldwide who provide the advantage of being global leaders in their categories.

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Etnia Barcelona is currently a global brand with a sustained 25% annual growth. In 2015, it sold 825,000 units, an in-crease of 30% over 2014.

With 90% of production being exported and full control over design, production and logistics, Etnia Barcelona employs 300 people worldwide and operates from its offices in Barcelona (head office), Miami, Canada and Hong Kong.

The brand is available at over 11,000 retail points and contin- ues to embody more than ever a creative brand identity based on eyewear design created using distinctive colors that invoke the unique personality of an accessory conceived to express a way of being and a way of life.

Over 500 different colors, over 1.000 eyeglasses in the cata-log, over 60 newmodels every year, over

11.000 customers in more than 40 coun-tries, over 80 sales agents, over 1.500 new customers a year, over 400 employees,

over 1.100.000 eyeglasses sold in the last year,

over 2.600 people a day choose Etnia Barce-lona frames.

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The CEO and founder of Etnia Barcelona, David Pellicer (1978), comes from a longstanding tradition of over 60 years in optical industry manufacturing (third generation in the family). He began working at his parents’ factory at age 17 and shortly after took charge of day-to-day operations, to later focus entirely on the Etnia project in 2001. At the time, eyewear collections were mostly black or brown; that is, color was not important for manufacturers. In 2001, Etnia Barcelona began with a single sales representative in Spain and one customer service employee/warehouse management clerk.

In 2005, the company attended most international shows, like New York, Milan and Paris. It also expanded to the Australian market with GenOp as the distributor.Following on the success in these mar-kets, in 2006, it entered the German market and eventually the rest of Europe.

It was during the 2007-2010 period that the company started building a solid, strong, distinctive image. Provocative campaigns and risky advertising defined and continue to define the spirit of Etnia Barcelona.

In 2010, and after years of increasing market share, the company decided to improve control over production and manage the manufacturing process, thus actively participating in all processes and investing in equipment to increase weekly production due to strong demand.

The collection inspired in original colors was launched in 2003 and caused an immediate rise in sales, and the name of the brand was changed to Etnia Barcelona to reflect the city that inspired this collection.

In 2004, Etnia Barcelona set up its own distribution network in the U.S. and exhibited for the first time at the International Vision Expo in New York. The contacts made there al-lowed the company to later expand to markets in Canada, France and Italy.

2001Heritage 2005 2008

2010

2003 2004

Start

The brand’s history goes back three generations. The founder worked in his parents factory when he was just 17. As he gained more experience, he figured that the dull eyewear trend needed to change. He therefore rev-olutionized the frames, injecting them with an array of colors.

International expansion Powerful brand image

Purchase and renovationof our 1st factory

First colorful collection N.Y.C

2017 is a tipping point for the brand. Etnia Barcelona is opening the first Flagship store in Barcelona to wel-come everyone into its world.

2017

The flagship store

The booths of Etnia Barcelona at the fairs worldwide become double in size in order to meet the great interna-tional demand. The directive staff of the brand improves and becomes more professional in order to suit the growing company. — Steve McCurry collaboration

In 2015 Etnia Barcelona celebrates its 15th anniversary. The company releases the VINTAGE collection to commemorate the savoir faire gained during its entire trajectory and to reach new targets with its designs. Et-nia Barcelona is at the point that great celebrities such as Rachel McAdams, Beyoncé, Jay Z, Cate Blanchett and Naomi Watts are becoming great fans of the brand.

Etnia Barcelona opens a new factory to cope with the high demand for product. 2016 is also the year that the brand is launching its Basquiat collection in a huge event in Brook-lyn; Solange Knowles and other big influencers and celebrities were there to discover the novelties of the brand. — Basquiat collaboration.

2014 2015

2016

Bigger dimensions The anniversary

To new frontiers

In 2011, Etnia Barcelona’s head office no longer looked anything like the original company: the office and distribution center are in the same building that housed the first factory.

The company’s decision has tre-mendously enhanced the design and production process: the decision to open a prototype factory in Barcelona in the same place as the head office and the design department. This represents a huge leap when it comes to streamlining the time to manufac-ture a pair of glasses, from the initial design to final production, and it allows for greater control over every little detail of a collection. — Araki collaboration.

The company opens the new Montreal offices; a great improvement for the distribution in the north of America and Canada. 2013 is also the year that the brand put their foot in the fashion channel; boutiques such us Colette (Paris), Corso Como 10 (Milan) start selling Etnia Barcelona’s more exclu-sive collections. — Yves Klein Blue collaboration.

2011 2012 2013

A period of professional-ization commenced in allaspects

The first prototype plant opened at the head office in Barcelona

New offices & new channels

Turnover over the years

2001

2002

2003

2004

100.000 €

200.000 €

500.000 €

1.600.000 €

2005

2006

2007

2008

3.200.000 €

5.300.000 €

7.000.000 €

9.500.000 €

2009

2010

2011

2012

10.500.000 €

13.500.000 €

16.000.000 €

20.500.000 €

2013

2014

2015

2016

24.500.000 €

32.000.000 €

43.000.000 €

68.000.000 €

Produced in the company’s own factories where it has the control of the entire process.

Production — by Etnia Barcelona

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Teaming up with Barberini, the best partner for mineral lenses worldwide.

Lenses — Pescara

Its design team in Barcelo-na designs all the models to archieve a perfect product.

Design — Barcelona

Based in Barcelona, the brand operates from MIAMI, VANCOU-VER and HONGKONG to reach everyone in a most efficient way.

Distribution — BarcelonaMiami, VancouverHongkong

Etnia Barcelona works with the best partner to develop its acetates, Mazzucchelli.

Acetates — Milan

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We are color

Etnia Barcelona works with strategic partners like WGSN analyzing the trends of each season to be able to offer the perfect color combinations in its products.

Strategic partners in color

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We are color

Based on exhaustive research on fashion, runway, street trends, and other ar-tistic disciplines, the Etnia Barcelona team develops the palettes that will dress up the models each season. An accu-rate vision of what’s coming balanced with classic elegance for every type of audience.

Fashion & Trends

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We are high quality

The lenses in its mo-dels, manufactured using pure mineral crystal, are the most advanced in the world. They offer the best color experience and better visual without scrat-ching. The company always develops its sunglasseswith Photochromich, HD or Polari-zed filters for a perfect visual experience.

Best lenses

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We are high quality

Etnia Barcelona works with natural acetate, a material that comes from cotton and is known for its comfort and malleability. The brand designs and deve-lops a complete range of textures and colors for each season.

Natural acetates

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We are high quality

The family value in Etnia Barcelona makes it different from other brands in the busi-ness. It is the third generation, and its heritage is an added value in its products. The com-pany’s history and tradition are reflected in each of its collections. These small detai-ls that personalize its creations are part of the “savoir faire” it applies to each of its creations and what adds the “excellence” to each piece that only creators can give to their works.

Savoir-faire

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We are culture

Etnia Barcelona is making its own history through the cooperation with myths of the Art, Music and Photography world. The com-pany wants to live doing what it loves so, it is doing the best product but surrounding it with stories, artists and culture. Learning all the time, it never stops experiencing and trans-mitting this in its collections.

Artists & campaigns

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We are culture

On top of making glasses Etnia Barcelona loves to tell stories to transmit its experiences and to bring the art and culture to everyo-ne, it is for that reason that it has a strong communication plan worldwide. The company counts on communication agencies in the most strong European countries and USA, as well as strong international digital communication plans that reach everyone.

Communication & storytellings

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The core of Etnia Barcelona; this collection is the most colorful one and designed for all ages and types of faces. The perfect

collection for the ones who want to break boundaries and stand up with their accessories.

Originals

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Advanced

The most light and advanced collection of the brand. For those who love design and comfort, wearing a unique frame with the

most innovating materials like nanoflex and techniques. With selected colors to match the shapes and to give the glasses

an ultimate look.

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Vintage

The Capsules are the ultimate experience of the brand to bring art and culture to everyone. Each one of these temporary collec-tions is based on an artist of which we have collaborated with to develop the product. This is for those who not only like art but

want to wear it.

Capsules

This collection is getting back the acetates and lenses of the 70’s to empower the vintage look of the shapes. Selected color details to give the brand touch on this collection. For those who want to

have the retro look but with original accessories.

The company’s flagship in Barcelona is its world. It is Etnia Barcelona’s world. In a fully renovated classic building, in the core of the city you can find 7 floors where to discover and experience the character of the brand; the feeling, the product; Barcelona, the sea, the summer or our mediterranean culture. Welcome in!

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C/ Espaseria, 1.08003 Barcelona

Etnia Barcelona Foundation After many years of creating glasses, Etnia Barcelona wants to give back to the community. In 2015 the Etnia Barcelona Founda-tion is created. It devotes itself to donating glasses and working with eye doctors to test the eyesight of the underprivileged. It is about providing eyeglasses and cooperating in the most disadvantaged areas of the world in visual health issues. Because Etnia Barcelona thinks that everyone has the right to see the world correctly.

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Etnia Barcelona Foundation is the company’s fate. Etnia Bar-celona came to the world aiming to offer an optical collection that would inspire hope in people.Now it wants to broaden this chal-lenge by reaching the “invisible” people of our world. People that constantly see jeopardized their basic needs, people who are unlike-ly to gain vision care or frames. It is not about carrying out specific projects, but also about acting in a respectful dynamic with the world as well as being responsible with the lives of others.

Etnia Barcelona Foundation is born to improve the lives of those who do not have vision care access for economic reasons. Therefore, its mission is to finance programs and actions with the purpose of giving a complete diagnosis and

Manifesto

The goal

Review and deliver programs of prescription glasses to children and adults in the most precarious areas of the world.

Awareness gap program and eye care needs.

Programs for conducting humanitarian trips to complete diagnosis and the delivery of new graded glasses.

Scholarship programs for optometrists.

Campaigns in schools in order to review the vision and deliver new prescription glasses to those who are in need.

Programs to open new self- sustainable optical centers in underprivileged countries.

Joint actions

new graded quality glasses whilst also promoting education and health.

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BARCELONA Head officeEnric Morera, 42-44, 2ª planta, local A08950 Esplugues de LlobregatBarcelona - EspanyaTel. +34 93 473 50 85Fax +34 93 371 45 12etnia@etniabarcelona.com HONG KONGEtnia Barcelona LTD Unit A, 9/F, Yee Lim Industrial Building Stage III,No. 6-8 Kin Chuen Street, Kwai Chung, New Territories, Hong KongT +852 5808 3814asia.office@etniabarcelona.com MIAMIEtnia Barcelona LLC 228 NE 59th StreetMiami, FL 33137 Toll Free +1.888.553.8642Fax +1.305.557.4964 usa.office@etniabarcelona.com

VANCOUVEREtnia Barcelona Canada Holdings ULC1668 West 2nd Avenue, Vancouver BC, V6J1H4Toll Free +1.888.553.8642F+1 604 736 2284canada.office@etniabarcelona.com

CUSTOMER SERVICE PHONE NUMBERS BY COUNTRYAustria: +43 720 884 942Belgium: +32 25 88 16 82Canada: Toll Free +1.888.553.8642Denmark: +45 89 88 28 43Finland: +35 89 42 45 09 38France: +33 179 972 530Germany: +49 30 30 80 67 01Ireland: +35 315 137 140Italy: +39 06 94 80 55 49Luxembourg: +35 227 861 285Netherlands: +31 202 410 842Portugal: +35 13 08 80 09 62Schweiz: +41 315 280 715Slovenia: +38 618 888 516Spain: +34 934 735 085Sweden: +46 840 839 687USA: Toll Free +1.888.553.8642

COUNTRIES COVERED BY DISTRIBUTION IsraelSouth AfricaAustraliaCzech RepublicUaeTunisiaTurkeyRussiaJapanPolandNorwayCroatiaHungaryChipreIndiaSouth KoreaRomania

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ts “I like living, breathing, better than working... My art is that of living: each second, each breath is a work which is inscribed nowhere, which is neither visual norcerebral, it’s a sort of constant euphoria”

Marcel Duchamp

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