March 7, 2024 — Serengeti Eyewear has announced its return to North America, relocating all operations from Lyon, France, in an effort to “reignite the American soul” of the Bollé brand.

All brand vision, marketing, creative, and product development will be managed by a core team based in Bollé Brands headquarters in Carlsbad, CA—a move intended to expand the brand’s presence in the specialty optical market.

“Our decision to bring Serengeti back to its roots in North America aligns with our vision for rapid and robust growth in this key market,” says François Benaben, president of sport and luxury (Serengeti, Bollé, Spy+) at Bollé Brands. “We are confident that this move will strengthen our brand's historic presence and further solidify its position in the region.”