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Rodenstock Sets Highlights at the Milan MIDO

The traditional company Rodenstock set some highlights at the 40th international optics fair, MIDO, in Milan. The new license partners Mercedes-Benz and dunhill were presented for the first time to the international professional public. Interest was focussed on the collections and they were well received by the fair visitors. Another much observed theme of the company’s appearance at the trade fair was the tenth anniversary of Impression® progressive lenses.

“The automobile brand Mercedes-Benz and the fashion label dunhill are two partners that fit excellently into our portfolio of premium license partners," says Chairman of Rodenstock's Management Board, Dr. Olaf Göttgens. “Our two new collections were high spots at the MIDO, the most important industry trade fair in the international scene,” as he took stock. Right from the beginning, the new products were met with extraordinarily keen interest by retailers, opticians and end customers.

Marcel Katuin, Head of Emerging Markets at Rodenstock, supplemented: “The good customer response at the MIDO and the agreements signed there confirm the positive trend in the sales figures of the Rodenstock Group since the beginning of the year." As the leading international trade fair, the MIDO is always a very reliable indicator of the industry.

Launch Celebration in Milan’s “10 Corso Cosmo”
The official launch of the new license collections took place in the unique atmosphere of the exceptional Milanese location "10 Corso Cosmo". Dr. Olaf Göttgens and the General Manager of Rodenstock Italy, Dr. Alberto Tappainer, presented the partnerships in front of an invited professional audience and numerous representatives of the media. “The premium automobile brand Mercedes-Benz stands for leading technology and innovative design, while the fashion brand dunhill embodies British elegance and style like no other,” emphasised Dr. Tappainer to the guests.

There was also talk at the trade fair about the other collections of Rodenstock. Besides the Rodenstock and Porsche Design collections, the sunglasses of the new “Rodenstock Originals” vintage line were well received by the international professional audience. One particular eye-catcher was the photo shooting staged live by star photographer Amadeo Turello with models from the Originals collection. Turello had already photographed the Originals campaign and put the trendy spectacles in a vintage look on the scene in a way that was true to their style. The coordinated models wore exquisite shoes from the Italian luxury model Santoni. The models of license partners Rock Star Baby, uvex, Baldessarini and Kaenon were also admired and received a great deal of praise.

Innovation and Individuality
In the area of lenses, Rodenstock caused a stir with the Impression® progressive lenses, which appeared on the market exactly ten years ago. The Munich company celebrated the first milestone birthday at the MIDO with three new products to give the optician retail market even more ways of offering individual and flexible customer service.

The MIDO is the leading international trade fair for the optical industry. Around 1100 exhibitors from 44 countries took part in the 40th event from March 5th to 7th, 2010. The next MIDO is planned for March 5th to 7th, 2011, once again at Milan's Rho-Pero exhibition grounds.

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