known for their watches, be known for

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1 COMPANY PROFILE

2 The Swiss are known for their watches, Italians are known for their handbags, Australians will be known for their sunglasses.

3 It is our ongoing goal at Sunshades EYEWEAR to be admired internationally for our brands, designs and fun YET professional approach to doing business. Sunshades has succeeded in building an exclusive, design-led eyewear business that continues to demonstrate success on an international scale. Since the inception of Sunshades, we have built our fundamental core business values around hard work, a fearless approach to design, and dedication to building relationships with all stakeholders across every aspect of the global eyewear market. At Sunshades product is often the first touch-point a consumer has with our brand partners, therefore the company will continue to reinvest and bring focus to technology, staff and procedures. Our goal is to ensure that first impressions become strong, long-term alliances between brands and their consumers.

4 SINCE 1969 Sunshades EYEWEAR has grown into an International licensor and distributor of fashion eyewear selling in excess of 3 million pairs of sunglasses a year in over 30 countries. Sunshades EARLY DAYS It s no surprise that Australia s premier eyewear company was born from the sands of Bondi Beach, arguably the country s most famous sun seeking spot. In 1969, the sundrenched coastline provided the perfect backdrop and inspiration for iconic businesswoman and entrepreneur Betty Lasse. A young mother, Lasse returned to the workforce when son Rodney Grunseit was just three months old, and ran a pharmacy on the busy shopping strip of Ramsgate Avenue while simultaneously establishing an eyewear business on neighboring Curlewis Street. IN FOCUS By 1974 Lasse had moved on from the pharmacy to work solely on the eyewear business, eventually embarking on a trip to Taiwan where she established a direct supply chain with three manufacturers, of which Sunshades proudly still works with today. From just three employees in 1980, today the Sydney-based business employs a staff of 110. Betty Lasse is considered a pioneer in the eyewear industry and today Sunshades remains at the forefront internationally. Sunshades designs, manufactures, sells and distributes some of the most successful and coveted brands in the industry, including: Karen Walker, sass & bide, House of Holland, Ksubi, Le Specs, Surface to Air and Oroton. THE FUTURE IS BRIGHT In 2006, Betty Lasse passed away while travelling the Silk Road, living her life with as much gusto as she had built her company. In memory of Lasse, a quote adorns a plaque at the front entrance to the company headquarters. The words you can do it be positive, the last in a series of inspirational messages cemented in stone from a truly inspirational businesswoman. The positivity of the Sunshades founder speaks volumes of the way in which the company was born, grown and achieved its many successes. Headed by Lasse s son, Sunshades proudly remains a family-owned and operated business. Sunshades continues to grow with the unique spirit and drive to succeed that Betty Lasse founded the company on over 40 years ago.

5 Sunshades NOW Today under the guidance of Rodney Grunseit, Sunshades Eyewear has cemented its name on the global fashion stage Offered the license to develop and Wins prestigious OPSM award for Sunshades becomes responsible for Acquires the license for Cancer Council House of Holland and Cue Eyewear distribute Disney sunglasses and optical Sunglass Company of the Year. the hugely successful re-launch of and Ksubi, further expanding an already are added to Sunshades portfolio. frames due to the success of its private label ranges. The company moved from being a wholesaler of generic eyewear to the guardian and licensor of some of Australia s leading fashion eyewear brands On the strength of the fashionability and innovation shown in the new collections, Lasse and Grunseit acquire the prestigious license for iconic Australian brand Oroton. Simultaneously Sunshades starts its own successful sunglass brand Fish. Turnover is now in excess of 1 million sunglasses per year Sunshades gains the license to design and distribute eyewear for world-renowned New Zealand fashion designer Karen Walker, an event that coincided with the opening of a second office and showroom in Auckland, New Zealand. Sunshades joins forces with Farmers, New Zealand s leading and largest department store to be their sole sunglass supplier The rapid growth of the branded side of the business necessitates the relocation Le Specs, a license that assists the company in becoming the largest supplier of eyewear to Myer and David Jones department stores. November 2006 saw the introduction of Karen Walker into Barneys New York Sunshades awarded Myer Supplier of the Year Sunshades awarded Big W Supplier of the Year. impressive portfolio. Awarded Big W Supplier of the Year, for the second year running Sunshades takes over iconic Australian brand Mambo and re-models Sydney DC to allow for 50% extra capacity. Sunshades association with key international retailers continues with the ranging of Karen Walker Eyewear into Harvey Nichols UK MinkPink and sass & bide sunglasses are released. British fashion designer Karen Walker Candy Bar begins its way around the world thoughout leading distributors. Karen Walker Eyewear is stocked by leading department store, Liberty UK With a turnover now in excess of 2.7 million units per year, Sunshades re-models Sydney DC once again to accomodate for international expansion. sass & bide optical and Parisian brand Surface to Air are launched, while development commences for new brands Seafolly, Preen, Sophie Hulme and Jonathan Saunders Sunshades acquires the license to design and distribute Morrissey sunglasses cementing its place in the of the Sydney office to the new customdesigned premises in Alexandria. Henry Holland joins forces with Le Specs to create Henry Holland for Le Specs, catapulting the brand into the international arena. fashion sunglass arena. This contract quickly leads to development and distribution deals with several other high profile brands.

6 Key Global Partnerships Retaining brand integrity is at the heart of each and every partnership Sunshades Eyewear CULTIVATES. We achieve this through a firm knowledge of design, manufacturing and brand development supported by experienced customer service and marketing teams across the globe. As a business, Sunshades has developed strong relationships with some of the most influential accounts in fashion retail internationally, such as:

7 BOUTIQUE Karen Walker is a fashion brand with a reputation for its original, effortless and unpretentious style. Karen Walker Eyewear focuses on taking extremes and pushing them together - masculine and feminine, tailored and street, luxury and non luxury, dark and super-cute. Karen Walker s collections celebrate the anti it girl - characters like Ally Sheedy s heavy fringed weirdo in The Breakfast Club - not the beautiful girl in the room, but the interesting one. These extremes reflect heavily in the eyewear collection as an ongoing reference. / karenwalkereyewear.com Surface To Air is the brand for those who love fashion, movies, art, music and constantly renewed creativity. The Surface to Air group started in Paris in 2000 and has since evolved into an internationally recognized identity, synonymous with excellence across all disciplines of fashion, art direction, and film. Today, each branch develops its own activity within the vision and aesthetic of Surface to Air. Through the implementation of this approach, founder Jeremie Rozan has created a company able to adapt freely to the changing trends specific to each creative field. / surfacetoair.com Justin Thornton and Thea Bregazzi BRING TOGETHER all things Victoriana, a passion for recycling, and A masculine and feminine, hard/soft mix. Founded in 1996, now designing six collections a year, with a style that is described as deconstructed chic with a minimal opulence, Justin and Thea have grown their label from a tiny shop in London s Portobello Road, to now selling in over 25 countries world wide. Preen designs are worn by high profile women including Kate Moss, Gwyneth Paltrow, Beyonce, Rihanna and Michelle Obama. / Preen.Eu Experts in high-end design, Sunshades Eyewear s team of Boutique eyewear designers are experienced to understand the specific aspects and nuances of the eyewear market.

8 BOUTIQUE Over the past 12 years ksubi has evolved into one of the most notorious and recognisable fashion brands in the world. Undeniably one of the most famous Australian brands in the international marketplace, Ksubi has built a significant presence and cult following along the way. Ideas, individuality and authenticity have developed Ksubi into a tangible subculture; one that encompasses all that is fashion, art and music. Remaining uninfluenced by consumer trends, choosing instead to set its own agenda, the social commentary that originates from Ksubi is as relevant and thought provoking as ever. Whether it be their numerous conceptual feats, topical fashion aesthetic or signature denim, the boys behind Ksubi have already inspired one generation and is well on the way to inspiring another. / KSUBI.COM Henry Holland catapulted into the fashion limelight in 2006 with his irreverent slogan tees featuring catchphrases such as UHU Gareth Pugh and Get Your Freak On Giles Deacon. Henry Holland designs with a London girl aesthetic in mind and is continually inspired by the variety of attitudes, cultures and mindsets that exist throughout the UK capital. Known for a cheeky attitude and humorous digs at fashion, House of Holland Eyewear stays true to the brands irreverent aesthetic. The collection is a nod to Henry s sense of humour with quirky shapes and classic House of Holland irony. Firmly established in the international fashion scene, House of Holland now boasts an impressive roster of international premium stockists including Browns Focus, Selfridges, Harvey Nichols, Colette, Opening Ceremony and Barneys New York. / houseofholland.co.uk Sunshades Eyewear offer a distinctive opportunity for designers and retailers to collaborate, design, manufacture, market and manage a product to market.

9 LUXURY FOUNDED IN THE EARLY 1980 S Morrissey has been a dominant force in Australian fashion for almost THREE decades. Morrissey has been continually innovative since its launch in the wildly creative early 80 s fashion scene. Fusing sexy and sophisticated chic, Peter Morrissey states that the brand is about celebrating life to the full. Morrissey believes people wear his sunglasses to feel like a rock star, not to keep the sun from their eyes. The handmade eyewear collection has unisex appeal, with the ethos it s less about age and more about attitude. / PETERMORRISSEY.com.AU An Australian leader in contemporary style, both modern and timeless, Oroton is upmarket but attainable, beautiful and practical. Steeped in a 75 year history, the Oroton collection draws from its heritage while interpreting international trends for a distinct and distinguished O enthusiast. The Oroton eyewear collection offers luxury eyewear for women of all ages, combining sophisticated elegance and optimum product quality. Every frame is handcrafted using exclusively selected acetates and optical grade monel metal materials. / oroton.com Sass & Bide is one of Australia s most respected and loved fashion labels, recognised globally for modern, distinct designs across apparel and accessories. sass & bide is the namesake label of Sarah-Jane Clarke & Heidi Middleton. Evolving from a cult favourite to an international design sensation, sass & bide has thrived from the eclectic spirit of its designers & their defined vision. Their collections incorporate all that is synonymous with the brand, from strong modern silhouettes to eastern tribal influences. With a focus on distinctive hardware, signature colours and contradictions in design, the collection epitomises modern luxury. Each frame is adorned with a small sass & bide star on the left tip, a reference to the tattoo the girls share, symbolising their friendship. / sassandbide.com Sunshades Eyewear s luxury division combines a unique skill set of craftsmanship, interpretation of trends for market and ensuring saleability.

10 FASHION/YOUTH Synonymous with youth fashion, driven by fearless design and innovation, Le Specs sets trends rather than following them. Defined by reinvention of classic shapes injected with sleek, modern attitude, Le Specs has forged its position in the market as a leading youth-driven and directional brand. Le Specs success is testament to its provocative styling and ability to stay on the pulse of current trends, while maintaining a distinct aesthetic that acknowledges its heritage. / lespecs.com.au With a philosophy that is vintage inspired, eclectic, cool and laid back, Minkpink is stocked in more than one thousand boutiques WORLDWIDE. Expanding internationally, MinkPink has been donned by some of the hottest celebrities of the moment; such as Katy Perry, Kate Bosworth, Whitney Port and Kim Kardashian. The brand continues to inspire, support and encourage a diverse female market, all lovers of fashion, festivals and music. / minkpink.com Since 1975, Seafolly has been at the epicentre of Australian beach lifestyle. Iconic Australian accessories brand Fiorelli reinvents itself season after season to ensure its position in the competitive fast fashion stage. Seafolly has fast become one of the most recognised swimwear and beach lifestyle brands world-wide. Spanning the broad international market, Seafolly is currently stocked in major fashion department stores and boutiques around the world. / SEAFOLLY.COM.AU Stepping confidently into summer with a fresh look, a new muse, and a vibrant eyewear collection inspired by the Fiorelli girl s love of popular culture. Fiorelli presents a collection that embraces a sense of fun, a playful attitude and an international allure while delivering on trend eyewear that is stylish and affordable. Combining our experience in both luxury and boutique, Sunshades Eyewear is a forerunner to CreatING on-trend, affordable, fastfashion collections tailored to the youth demographic.

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12 lifestyle The vision of Cancer Council AUSTRALIA is to minimise the threat of cancer through successful prevention, best treatment and support. Seamlessly combining function & fashion, Cancer Council sunglasses provide maximum sun protection accessible to all Australians through affordable pricing and mass market distribution. By purchasing sunglasses from the Cancer Council you are helping to fund research, education and patient support in Australia. / cancer.org.au developed for performance, protection and comfort, Glarefoil Polarised is the ultimate in affordable sports lifestyle eyewear. Glarefoil Polarised lens technology has been designed for optimal glare-free vision at an affordable price. Premium sports features include; rubberised grip, adjustable nose pads and spring hinges specifically designed for active people. Performance styling and streamlined silhouettes provide optimal fit and comfort. Fish polarised is the optimal water sports eyewear solution, Designed specifically for THE WATER ENTHUSIAST. Fish Polarised sunglasses are the ultimate glare-free solution, providing maximum protection and comfort. Fish polarised sunglasses offer a wide variety of lens tints suitable for salt water and freshwater fishing environments, instantly improving depth perception. The cohesive collection includes lightweight, soft touch polycarbonate frames and spring hinges providing superior comfort and functionality. Fish Polarised introduce their latest developments in lightweight materials, such as the new floating and flexi frame, a must have for the water enthusiast. Sunshades Eyewear boasts a strong polarised portfolio comprising of highly respected and successful eyewear brands including: Cancer Council, Australia s most trusted eyewear brand.

13 DESIGN Focusing on design integrity and innovation ensures that Sunshades Eyewear is always at the forefront of the eyewear market. With over 40 years in the industry, Sunshades dedicated design team are always at the forefront of fashion across all categories to ensure a position in every niche; our expertise builds collections around styles and trends that haven t previously been presented. Forever sourcing and translating trends, finding new ways to interpret materials and constant contact with manufacturers ensures that Sunshades delivers the best ideas to the market. Sunshades works closely with our collaborators to ensure our team understands each brands individual DNA and can create collections that are aesthetically akin. Only once the Sunshades team has a complete understanding of a brands customer, will the design and manufacturing process begin. From concept through to launch, Sunshades ensures the entire process is collaborative and that there is sign off at every stage of development. Sunshades continues to attract the best international brands and retailers that share its ethos of fearless creativity and fashionability. MANUFACTURING Sunshades design team works closely with the worlds leading manufacturers to ensure all regulatory standards are exceeded, processes are managed with the upmost superior quality. Our factories are regularly monitored to maintain ethical working environments and respected relationships. INSPIRATION The design team spend close to three months a year scouting the globe sourcing inspiration and innovation. Developing over 1800 new styles annually, the team attend international trade fairs, vintage markets and leading retail stores, bringing cutting edge design direct to the market place.

14 BRAND MANAGEMENT protecting Integrity of individual brands is at the forefront of each collaboration. Reinforced by our expertise in channel management, we select only those retailers who have THE RIGHT BRAND synergy. COLLABORATIONS The Sunshades team has the proven ability and capacity to collaborate with all sectors of the apparel market from luxury, high-end and independent designers through to mass and specialty retailers, and fast-fashion brands. To leverage our portfolio and diversify our market position, Sunshades has also collaborated with personalities, publications and events. INDENT & MTO PROGRAMME With widespread experience in producing fast-turning private label and MTO (made to order) ranges for leading retailers worldwide including Myer (AUS), Sportsgirl (AUS), Farmers (NZ) & Sears (USA), Sunshades offers a comprehensive indent and MTO programme for eyewear design and manufacturing. Sunshades designers work in partnership with brand managers and retail buyers to design and create collections specific to each brand and market. Working across a vast amount of channels and markets provides Sunshades the ability to develop product to satisfy all pricing targets. With a history and experience extending over 40 years, clients can be confident that Sunshades uses the most reliable leading manufacturers to ensure that all sunglasses pass international eyewear standards. DESIGN CONSULTANCY Constant international travel for inspiration, sourcing and trend forecasting ensures Sunshades designers are leaders in the industry. From quirky, statement-making styles to those with universal and mass-market appeal, our teams ability to manipulate a trend to suit an individual eyewear market and produce a best seller is second to none.

15 CHANNEL MANAGEMENT Sunshades Eyewear defines a global channel management strategy for each brand in our portfolio to ensure the most effective brand representation within each retail segment. INTERNATIONAL OPTOMETRY fashion boutiques SURF/YOUTH Sunshades dedicated International Sunshades supply prescription The Sunshades portfolio is represented With a strong youth portfolio, Business Manager strategically positions sunglasses and optical frames to in over 300 carefully selected boutiques investment in exciting marketing brands on the global fashion stage. leading optometry buying groups globally to guarantee synergy with initiatives and an understanding of At present, the Sunshades portfolio of including ProVision and Eyecare the brands unique DNA. Working in the importance of social media in this brands are sold in over 30 countries Plus, as well as major chains such as partnership with leading boutique category, Sunshades is the largest worldwide. OPSM, Paris Miki and over 1500 fashion agents and international sunglass supplier to major international DEPARTMENT STORES Sunshades is very well represented in the worlds leading department stores including Barneys New York, Harvey independent optometrists globally. The ophthalmic channel is serviced by a team of account managers experienced as trained dispensers and optical technicians. distributors ensures our brands are represented by the best possible team in each region. PHARMACY surf/youth retailers including General Pants and Urban Outfitters. Nichols, Nordstrom, PUB, Beams, Lane Crawford, Myer, David Jones, Big W, FASHION RETAIL CHAINS Sunshades is endorsed as a preferred supplier to most pharmacy groups in Sears, Target and Farmers. Sunshades fashion retail customers are Australia and New Zealand including SUNGLASS SPECIALTY Sunshades supply fashion sunglasses to key international sunglass specialty stores including Sunglass Hut, achieving high stock turn from brands that are well recognised and well serviced. assured that all key trends in eyewear will be presented and covered for their individual range and specific target customer. Our key fashion retail chain partners include Sportsgirl, Witchery, Sussans and Myer. Life Pharmacy, Chemplus, National Pharmacy, Chemmart, Healthwise, Pharmacy Alliance, Capital Chemist, Friendlies, Miracle Management and many more. online Dedicated account managers strategically position and manage brands to ensure correct demographic alignment. Online stockists include; ASOS, Nasty Gal and Shopbop. We understand that maintaining brand consistency across all channels is critical to the long-term success and positioning of a brand.

16 MARKETING The SUNSHADES EYEWEAR MARKETING team works in conjunction with key NATIONAL AND International PR agencies to ensure maximum global coverage. With experience and proficiency across traditional, experiential and digital marketing, the Sunshades marketing team construct specialised marketing calendars designed to gain market share while remaining true to each unique brand DNA. The team includes an in-house graphics and photography department who work closely with brand managers to bring each brand to life and to ensure integrity. The annual marketing strategies for each brand include a mix of international and national PR, social media, advertising, outdoor campaigns, photography shoots, fashion show sponsorship, media and customer events, window display, point of sale, staff incentives, training and online marketing. Retail Focus With a strong retail focus, the marketing team execute innovative strategies from out of the box in-store concepts through to high impact campaigns designed to drive customers into store. Digital & Social Media The team develop and manage e-commerce and social media sites across all major platforms to increase brand awareness and synergy to ensure conversion.

17 PR & CELEBRITY ENDORSEMENT We understand that the image of each brand in our portfolio must uphold a strong message of quality, individuality and exclusivity within its specific market and engage the target customer. GLOBAL PUBLIC RELATIONS Regardless of the market Sunshades operates within, the company believes a strong PR campaign is integral to develop a brands recognition and raise its profile. Our brands are leveraged through good, solid relationships with the media and the industry, product placement, celebrity endorsement, event sponsorship and ensuring key influencers are talking about our brands. Sunshades employs 18 expert PR agencies in over 20 countries globally to grow each brand, win new business and ensure each brand is always at the top of its channel. Working in conjunction with key international PR agencies the team develop comprehensive global communications strategies including showroom representation, pitching, fashion show sponsorships, events, creative stunts and VIP seeding. SEEDING Sunshades works closely with its PR agents globally to identify key personalities, celebrities and influencers suited to each brand for gifting. Through successful targeting, Sunshades brands have been spotted on many high profile celebrities such as Beyonce, Rihanna, Cara Delevingne, Miranda Kerr, Gwen Stefani and Alexa Chung, to name a few. SPONSORSHIP Sponsorships play a key role in the Sunshades marketing strategy. Most recently, Sunshades partnered with Henry Holland at Coachella, Changing Lanes Festival, The Big Day Out and regularly joins forces with its designers in supporting product launches.

18 OUR TEAM Built on an ethos of creativity, fashionability and fun, Sunshades outstanding success can be attributed to its unique company culture and the enormous energy and vision of the entire Sunshades team. CUSTOMER SERVICE The customer service team is committed to providing exceptional, professional and consistent service to both internal and external customers. The modus operandi of this team is to ensure that each encounter a customer has with either the Sunshades company or product is a pleasant and meaningful experience. LOGISTICS Sunshades offers various logistical solutions to meet our customers different requirements. We employ the latest automated procurement technologies, from EDI for purchasing and order creation, to scanpack for picking and packing at our Sydney DC. This allows us to process customer orders with maximum efficiency and accuracy. We ensure that the care and distribution of our product is rated as one of the highest in the industry globally. MERCHANDISE PLANNING Our merchandise planning team works closely with design and sales to closely monitor stock performance and industry trends. Through monthly, seasonal and annual forecasting, we cover requirements for both northern and southern hemisphere markets. Best sellers are identified with precise information provided from key retailers across the business, ensuring sufficient and timely stock coverage to all retail channels. INFORMATION TECHNOLOGY Sunshades is heavily geared to analysis and IT solutions. Our systems allow us to analyse data and narrow our focus to particular demographics, locations or at a store-by-store level. We are the eyewear industry leaders in Australia in EDI (electronic data interchange). SALES & FIELD With an integrated network of account managers, merchandisers, international distributors and agents servicing each specific sales channel, the Sunshades sales department is best equipped to launch a brand to market and nurture its growth. At the store level, our field team is the face of Sunshades and together with the sales team cover over 4000 stores internationally. MARKETING A strong retail focus combined with knowledge and aptitude across both traditional and digital marketing, enables Sunshades to execute innovative marketing tactics from unique in-store concepts through to impactful brand awareness campaigns and everything in between nationally and internationally. PRODUCT DESIGN Experience, and knowledge coupled with a sense of fearlessness and fun is what defines the Sunshades design team. From fast-fashion to high-end boutique design and across all price points, Sunshades product design team understands the specific distinctions and attributes of each level of the eyewear market. FINANCE Via effective management practices and creative ideas, our experienced finance team strives to build a working environment that uses fiscal resources and capabilities to serve customers better. ONLINE All websites including e-commerce and social media platforms are managed in house by web designers, developers and supported by the marketing team.

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20 It is our ongoing goal at Sunshades EYEWEAR to be admired internationally for our brands, design and fun YET professional approach to doing business.

21 sunshadeseyewear.com.au Sunshades Eyewear Pty. Ltd. PO Box 7217 Alexandria NSW Australia 2015 / / enquiries@sunshadeseyewear.com.au