Launched in October 1997, the eyewear range comprised of two collections of sunglasses--UCB andColors-and was sold through the company's 50-odd exclusive showrooms across the country where stringent control on its display and ambience was exercised in keeping with the standard of Benetton shops worldwide.

Now, the company will continue to sell only its Colors range, priced between Rs 1,100 and Rs 1,500, at its exclusive Benetton outlets. The two sunglass collections-UCB and Colors-recorded sales of Rs 4 crore during 1997-98.Meanwhile, early this month, Benetton introduced a premium range of spectacle frames under the brand name UCB in Delhi. This too will be marketed by Colorsoft.

Beginning with Delhi, the company plans to launch the spectacle frames range in Mumbai by the end of this month to be followed by Calcutta and Bangalore in February. Priced at Rs 1,500 onwards, the spectacle range is targetted at consumers in the 18-30 years age group. In the first phase, 20 models in different sizes in five colours--gold, dull gold, tortoise/gold combination, antique grey & metallic colourcombinations-have been launched.

In order to retain the exclusivity of the Benetton brand the company is being very selective in appointing retailers for the UCB range: it plans to limit the number to just five or six shops in each city. The company also plans to hold back on advertising and concentrate on enhancing the brand presence through effective merchandising within the multi-brand outlets. It will also take the help of direct mailers to reach its customers.

Further, Benetton is also considering launching dark glasses for children under the 012 Collection--the high price, however, is a cause for concern. Targeted at children up to the age of 16 years, the range will be priced at par with the UCB eyewear range, which starts at Rs 1,200.