Bangkok--29 May--Mind Touch Thai Optical Eyewear Distribution Company Limited (TOED), a leading importer and distributor of famous branded eyewear products, has launched the eyewear line from Shanghai Tang, the first and leading luxury lifestyle brand emerging from China. The new collection features : sleek, stylish shapes combined with modern interpretations of traditional Chinese adornments, creating a one-of-a-kind look that is undeniably Shanghai Tang. Jamorn Rummani, managing director of Thai Optical Eyewear Distribution Company Limited, is opening a new era in Thailand’s fashion eyewear industry with the launch of the first and only fashion optical wear emerging from China “Shanghai Tang”. The brand has been launched officially in the Thai market with its latest spring/summer 2008 collection. The new collection exudes vibrant charm and modern sophistication. Whilst ever evolving Shanghai Tang eyewear collection’s uniquely distinctive style incorporates eye-catching Chinese motifs with vibrant colours integrated into each design. The Chinese symbols used express longevity, well being, blessings, happiness, peace, harmony, wealth and prosperity. They have been woven into the very fabric of the frames to produce a subtle, yet striking impression. The official launch of new Shanghai Tang collection in Thailand is an important step forward into the new era of fashion eyewear industry with the Chinese luxury brand reinforcing its position as one of the world-class Asian brands. The brand targets at modern women, who prefer luxury and fashionable eyewear and those who prefer to make a high impact statement of Chinese Chic for their personal style. The eyewear itself features outstanding design at the end-piece of the frame, which fits very well with its apparels and accessories in each collection. The signature of Shanghai Tang is its great combination between East and West in its fashion designs. The launch of new Spring/Summer 2008 collection has been completely controlled by the UK-based Mondottica, which has received the exclusive production and distribution rights for the Shanghai Tang eyewear globally. To kick off the Spring/Summer collection here, Thai Optical Eyewear Distribution has introduced 38 sunglasses designs and 27 models for optical eyeglasses. They will be followed by other 20 attractive models in the coming new collection to be launched later this year. Shanghai Tang optical frame will target working women age between 25 and 45 with prices between 5,700 baht and 9,000 baht. The average price of the eyeglasses will be at about 7,000 baht, which is more affordable price comparing with other luxury eyewear brands in the market. Shanghai Tang sunglass will be available at Shanghai Tang Boutique shop in Siam Paragon in addition to its fashion apparels and accessories designed in Chinese modern and contemporary style. For most of leading optical shops and optical chain, both sunglass and optical frame will be available throughout the Kingdom.Jamorn says that the company expects to sell 2,000 Shanghai Tang eyeglasses this year, which should bring about 14 million baht in retail price value of sales. The company also expects the brand to take 2 per cent market share in local luxury eyewear market, worth about 700 million baht. The total eyewear market in Thailand is worth at about 3,000 million baht. Lens market is accounted for about 2000 million baht and others including accessories, instrument, etc. would account about 500 million baht. Grand total of optical market is then about 5,500 million baht. “This is the first year we have fully penetrated the local fashion eyewear market with our new Shanghai Tang brand. We started to test the market in 2006 and founded that the brand awareness of Shanghai Tang in Thailand was still low compared to Europe and the US. We want to take this opportunity to promote the Shanghai Tang brand seriously and to make the brand to be well recognized by local target customers, who have not much time to fly abroad or update fashion closely. We will focus in promoting our Shanghai Tang fashion eyewear through leading fashion magazines or point-of-sales’s visual merchandising and product display to make Shanghai Tang the most outstanding and well recognized by the consumers. We expect fashion eyewear market to grow between 3-5% this year,” says Jamorn. For media enquiry, please contact Mind Touch Company Limited Savitree Peungcharoenkun (081 816 4598) Chatsaral (Pom) Tiamwon (089 443 6886)