PAVIA, Italy— Area98 has announced the signing of a 20-year licensing agreement with Austrian designer Rudi Himmelfreundpointner for the eyewear manufacturing of the Robert Rüdger brand. Area98, in collaboration with the designer, will be in charge of design, production and worldwide distribution of this iconic Austrian eyewear brand.

Founded in 1989 by the three Austrian designers Robert Hüttmann, Rudi Himmelfreundpointner and Gerhard Lahner, the Robert Rüdger is characterized by eye-catching colors of its frames in acetate and metal. The unconventional tones, together with easy-to-wear shapes, helped to extend the success of this made-in-Austria eyewear collection to all the German-speaking countries. In 2004, Robert Rüdger was exclusively entrusted to Rudi Himmelfreundpointner.

“We are excited to start this collaboration,” said Elisio Tessaro, brand and product marketing director of Area98. “Robert Rüdger marked a new era and changed completely the concept of eyewear from medical device to fashion accessory. Area98 has a strong company identity, above all in the German market where we are well-established thanks to our La Matta, Kaos and Coco Song collections. With this new brand we are happy to complete our offer and approach a segment of consumers—the male one—which was not included in our portfolio.”

The new Robert Rüdger collection for men will be launched in preview on the German market during Opti Munich. For Germany and Switzerland, Wolfgang Segel will assume the role of sales manager for Robert Rüdger and Coco Song, the two Area98 luxury brands. The collection will be distributed worldwide starting in March 2015 at Mido.

“I am very glad that I have found the right partner, Area98, to be up and running again internationally,” added Himmelfreundpointner. “Thanks to the production and marketing expertise of Area98 we will be working together as a team to quickly lead Robert Rüdger to success.”