Rodenstock and Bric’s have teamed up to showcase the power of partnership as the premium eyewear brand opens a new dedicated retail space in the luxury Italian brand’s store at Frankfurt Airport.

The two companies, who share a focus on classic and stylish design, crafted from premium materials, unveiled their partnership at October’s TFWA World Exhibition in Cannes.

That same partnership is at the root of the new outlet at Frankfurt Airport, which sees Rodenstock taking a dedicated backwall space to increase the offer and appeal for shoppers and drive cross-category purchasing in the market.

The Rodenstock collections are showcased on a stylish, purpose-built display on the interior wall of the store. The bright lighting and wood details catch the eye of consumers drawing them deeper into the shop, creating additional engagement opportunities for both brands.

Rodenstock’s iconic designs, and popular new releases such as the Elegance Classic and Retro Classic concepts, are presented in a manner which compliments the wider Bric’s offer, creating a seamless shopping experience for customers and demonstrating the collaborative nature of the brands’ partnership. Every Rodenstock design features the premium quality lenses which are a signature of the brand, and ensure the safety and health of wearer’s eyes, alongside their classic styling and premium materials.