Innovative Eyewear, the developer and manufacturer of smart eyewear under the Lucyd, Lucyd Armor, Reebok, Nautica and Eddie Bauer brands, announced a new distribution partnership with Directed Electronics for Australia and New Zealand.
Under the agreement, Directed will serve as the exclusive distributor of Lucyd and Reebok smart eyewear products across Australia and New Zealand, supporting the development and expansion of the category across the region.
Directed brings more than 20 years of experience developing and bringing consumer electronics products and international brands to market across Australia and New Zealand. The partnership will combine Innovative Eyewear’s growing smart eyewear portfolio with Directed’s local retail relationships, distribution infrastructure, marketing capabilities, customer support and market-development expertise.
The companies intend to build the category through a staged go-to-market strategy spanning consumer electronics retail, digital channels and other relevant specialist channels as the portfolio develops. Initial launch planning is already underway across Australia and New Zealand, together with product certification, retail execution and local market-readiness activities.
Harrison Gross, CEO and Co-Founder of Innovative Eyewear, commented, “Australia and New Zealand represent exciting markets for the continued international expansion of our smart eyewear portfolio, and we are delighted to partner with Directed. Directed brings strong local retail relationships, operational capability and a clear understanding of how to build emerging consumer technology categories. We believe their market-development approach is well aligned with our objective of making smart eyewear more accessible to consumers across a broad range of everyday, sporting and professional use cases.We look forward to working closely with the Directed team to establish Lucyd and Reebok smart eyewear across the region.”
Steve Siolis, CEO at Directed Electronics, said, “We see smart eyewear developing into an important new consumer technology category, and our partnership with Innovative Eyewear gives us an opportunity to build that category properly across Australia and New Zealand. Lucyd is the combination of practical everyday utility, open-ear audio, AI-enabled functionality, prescription capability and a portfolio that can ultimately address multiple customer and retail segments. We are already progressing launch planning with retail partners across Australia and New Zealand and look forward to bringing the first ranges to market.”
Lucyd Aero
The Lucyd Aero collection represents the next generation of Innovative Eyewear’s smart eyewear portfolio, combining open-ear audio and connected functionality within a lightweight eyewear form factor.
Innovative Eyewear currently expects the Aero collection to launch during Q4 2026.
