Until its sale to financial investors Rodenstock through a subsidiary was a force as an eyewear licensee, among others for Reebok.
Then the subsidiary was sold and Rodenstock wanted to grow its own brand. The only license it kept was Porsche Design.
With way over 70 brands and brand licenses the eyewear market is more then crowded.
Now Rodenstock took on three licenses, from Baldessarini, Uvex and a label for kids.
Against the global market leaders with their extensive portfolio of brands and brand licenses Rodenstock is not competetive with new licenses from Baldessarini and Uvex.
Even smaller competitors have stronger and better portfolios.
If Rodenstock wants to grow with licenses, it could take over established licenses.