Founded in 2000 in California, Electric makes quality products that enhance active lifestyles – offering ‘Style that performs’. By building upon what has stood the test of time, Electric reengineers classics. The brand designs and markets sunglasses, snow goggles and helmets, watches, backpacks, luggage and accessories. They can be found throughout the Americas, Europe, Japan, China and Australasia in Lifestyle boutiques, department stores, sports shops and online, including Electric’s own e-commerce websites. Electric is part of the Kering Group, a world leader in apparel and accessories which develops an ensemble of powerful Luxury and Sport & Lifestyle brands.
In 2015, Electric will continue its expansion plans in new geographies and channels, working with new distribution partners. Electric’s premium collection of eyewear, watches and small leather goods will be marketed to premium Lifestyle boutique and department store channels, while its technical and Sport driven products will be targeted towards its existing action sports, premium Sporting Goods and outdoor channels. Electric’s female focus will also be expanding with new colors in existing styles, smaller watch and goggle sizes, and a communication plan dedicated to women