VERNON HILLS, ILL.—Europa has announced Melanie Burns has joined the executive team as vice president of product development. In this leadership role at the Europa organization, Burns will be responsible for setting the product strategy for Europa’s full portfolio of proprietary brands, and will oversee all aspects of the frame product lifestyle including development, design, sourcing and go-to-market strategy. Burns brings roughly 20 years of experience in building highly successful product portfolios across a variety of consumer brands within the beauty and eyewear industries.

She has served as vice president of product at Hydrafacial, where she was responsible for product strategy and roadman development through the company’s IPO. She also served as director of product for the $1 billion Oakley sunglass business, where she played a key role in rebooting the women’s eyewear category and led a multi-year product revamp to elevate the men’s lifestyle business.

Burns said, “I am honored and delighted to join the Europa family. Their dedication to quality, design and customer satisfaction aligns perfectly with my vision and commitment to exceed consumer expectations. I’m very enthusiastic to partner with the talented Europa team and contribute to the acceleration of Europa’s growth within the eyewear industry.”

Europa CEO Scott Shapiro said, “The addition of Melanie Burns marks an important step in the growth of our product development strategy and department. We’re confident that her leadership will help us continue to bring to market quality and exciting eyewear which reflects the unique ethos of each of our brands.”