A Vision for Growth: How Guess and Marcolin Are Shaping the Luxury Eyewear Market with rag & bone

The luxury accessories market is on a trajectory of sustained growth, driven by rising demand for premium, design-driven products that reflect personal style and status. Nowhere is this clearer than in the eyewear segment, where brands like Tom Ford, Zegna, and now rag & bone are capturing the attention of fashion-forward consumers. In this context, the partnership between Guess Inc. (NYSE:GES), Marcolin (BIT:MARCOLIN), and rag & bone emerges as a masterclass in strategic synergy—positioning Guess to capitalize on a $200 billion+ market while unlocking value for shareholders.

The Strategic Partnership: Marcolin’s Expertise Meets rag & bone’s Brand Power

The collaboration between Guess and Marcolin is no accident. For over three decades, Marcolin has been a trusted partner to Guess, producing its eyewear lines with precision and flair. Now, leveraging its deep expertise in premium eyewear manufacturing—evident in its work with brands like Tom Ford and Zegna—Marcolin is extending its partnership to rag & bone. This move is a win-win: rag & bone gains access to Marcolin’s craftsmanship and global distribution network, while Marcolin expands its footprint in a brand synonymous with New York’s metropolitan aesthetic.

The partnership’s launch, set for the Mido 2026 eyewear trade show in Milan, is a strategic masterstroke. Mido is the industry’s premier event for showcasing cutting-edge designs, and debuting the collection here ensures maximum visibility among retailers, buyers, and fashion influencers. With a four-year exclusive licensing agreement in place, Guess and Marcolin have the runway to establish rag & bone as a leader in premium eyewear, backed by a brand that already commands loyalty in ready-to-wear and accessories.

Synergies: Distribution Networks and Global Reach

The real magic lies in the operational and financial synergies this partnership unlocks. Consider the distribution infrastructure:

• Guess’s Global Footprint: As of February 2025, Guess operates 1,070 directly managed stores and partners with 527 distributors across 100+ countries. This network will serve as a launchpad for rag & bone’s eyewear, enabling immediate access to high-end retail environments.
• Marcolin’s Manufacturing Scale: With €545.8 million in annual net sales and operations in 125 countries, Marcolin brings not just design prowess but also a logistics backbone capable of scaling production to meet global demand.
• WHP Global’s Strategic Support: WHP, which co-owns rag & bone’s intellectual property with Guess, adds e-commerce and sourcing expertise through its WHP+ and WHP Solutions platforms. This ensures the venture can balance premium pricing with efficient supply chains.

The result? A seamless integration of resources that minimizes risk and accelerates growth.

Market Expansion Potential: Capturing the Luxury Eyewear Growth Wave

The luxury eyewear segment is booming, with global sales projected to reach $65 billion by 2028. rag & bone’s urban aesthetic—rooted in New York’s bold, functional style—aligns perfectly with this trend. The eyewear line’s dual focus on avant-garde designs for trendsetters and understated everyday frames taps into two key consumer segments:

1. High-End Fashion Enthusiasts: A demographic willing to pay a premium for statement pieces that reflect their identity.
2. Everyday Luxury Seekers: Consumers who prioritize quality and style without compromising on practicality.

Crucially, Marcolin’s existing relationships with luxury retailers and its presence in high-growth markets like Asia and the Middle East provide a built-in pathway to international expansion. With the Mido 2026 launch as the catalyst, this partnership is poised to capitalize on untapped demand in regions where rag & bone’s brand recognition is still emerging.

Financial Upside and EPS Accretion

The financials are equally compelling. Guess’s acquisition of rag & bone’s operating assets in April 2024—funded by $56.5 million in upfront capital and potential earnouts up to $12.8 million—was structured to deliver immediate value. The transaction is already forecasted to be earnings-per-share (EPS) accretive in its first year, a testament to the synergy-driven cost efficiencies and top-line growth.

Looking ahead, the eyewear venture offers a clear margin uplift opportunity. Premium pricing power, coupled with Marcolin’s vertically integrated manufacturing, reduces reliance on third-party suppliers and keeps profit margins robust. Meanwhile, the 50/50 joint venture structure with WHP ensures shared risk and aligned incentives, minimizing dilution to Guess’s ownership stake.

Investment Thesis: Buy Before the Mido Launch

The key catalyst for this investment thesis is the Mido 2026 launch. Historically, strong product debuts at Mido have translated into immediate sales momentum and stock price appreciation for brands. With Guess’s shares trading at a P/E ratio of 15.4x—below its five-year average of 17.2x—and a dividend yield of 2.1%, the stock offers both growth and income appeal.

Investors should act now to secure positions ahead of the launch, which is expected to generate buzz in Q1 2026. The risk-reward profile is further enhanced by the partnership’s defensive attributes:

• Low Execution Risk: Marcolin’s proven track record with Guess and luxury brands reduces the likelihood of production or distribution hiccups.
• Brand Equity Cushion: rag & bone’s established reputation in apparel and accessories creates a halo effect for its new eyewear line.

Conclusion: A Clear Path to Outperformance

The Guess-Marcolin-rag & bone partnership is more than a product launch—it’s a blueprint for leveraging strategic synergies to dominate a growing market. With a robust distribution network, a brand that resonates with luxury consumers, and a partner with the expertise to execute at scale, this venture is primed to deliver both top-line growth and margin expansion.

For investors seeking exposure to the luxury sector without overpaying, Guess Inc. presents a compelling opportunity. The Mido 2026 launch is the next inflection point—a chance to secure a stake in a story that’s only just beginning. Act now, and position yourself to capture the upside as this partnership reshapes the luxury eyewear landscape.

Recommendation: Buy Guess Inc. (GES) ahead of the Mido 2026 trade show. Target price: $25/share by end of 2026.