Capello specs firm eyes UK launch

Zeroing in on the UK spectacle market

The Italian company that makes the spectacles worn by new England manager Fabio Capello is to launch its range in the UK.

Mr Capello has been the public face of the company, Zerorh+, since he started modelling the glasses in 2001.

Its range of sunglasses and frames will go on sale in the UK in the new year.

Zerorh+ had been planning to launch in the UK anyway but Mr Capello's new job had "catapulted things forward", said Sarah Johnson, the firm's UK agent.

"This is manna from heaven," said Ms Johnson. "It is a golden opportunity."

Upmarket

The company does not expect to have any difficulty attracting interest from retailers.

So far it has only one firm order, from an independent chain of opticians in London, but it has been bombarded with enquiries.

"The last two weeks have been mad," said Ms Johnson. "We are having a new phone line put in."

The range will be launched on 1 January, with the frames selling at an average price of £125.

Unlike most frames, which are mainly mass produced in the same factories in South Korea, those from Zerorh+ are designed, manufactured and finished in Italy.

As such they will be marketed with an upmarket image.

The firm says Mr Capello's endorsement has made a big difference to the sale of its spectacles in his home country.

"He has been very, very, important for us," said a spokeswoman for Allison, the Italian spectacle company which handles the distribution of Zerorh+ products.

"He wears not only glasses but sunglasses - he loves our products very much."