VALLON expands North American sales team, accelerating retail growth in key markets

February 3, 2026

Amsterdam, Netherlands (February 3, 2026) /OUTDOOR SPORTSWIRE/ — VALLON, the independently-owned performance eyewear brand known for classic aesthetics, modern performance and sustainable design, is expanding its North American presence with a dedicated six-person sales team, now covering key regions across the United States and Canada.

The new brick-and-mortar strategy builds on VALLON’s success as a primarily direct-to-consumer (DTC) brand, by growing its retail presence with independent outdoor, optical and specialty sunglasses retailers.

“We’ve built amazing awareness through strong brand marketing, and social media campaigns that have resulted in customers asking for VALLON in stores,” said Ben Peters, Vice President of Sales and Development for North America at VALLON. “Our expanded sales team is about turning that increasing demand into long-term partnerships with specialty retailers across North America.”

VALLON has built a loyal following by blending silhouettes inspired by past decades with high-performance optics for skiing, climbing, cycling, trail running, sailing, and everyday use. VALLON’s founding frame, Heron Glacier, features a round silhouette and leather side shields inspired by the original glacier glasses from the early 1900s. Today, the collection includes 70s-inspired aviators for Ski, Surf, and Moto, as well as 80s-inspired styles such as the Watchtowers.

VALLON’s sales strategy focuses on independent outdoor and optical retailers that want to diversify assortments with smaller, design-driven brands that resonate with style conscious and sustainability-minded customers. With consumers increasingly gravitating toward niche, story-rich labels, VALLON offers retailers a point of difference, and a compelling alternative to legacy competitors.

For more information about VALLON and its full collection of performance eyewear, visit www.vallon.com. For sales questions and inquiries, email Ben Peters at ben@vallon.com.

About VALLON

Original eyewear that combines classic style with maximum performance. Like Tarantino, we like to pay homage to the past when creating something new. We design highly technical and innovative eyewear infused with a whole lotta soul, offering great value gear that also cleans up plastic waste with every pair sold. Trusted by explorers, adventurers, and outdoor enthusiasts around the world, VALLONs have crossed the oceans, traversed every continent, and reached the world’s highest peaks. Protect your eyes in style #theVALLONway.

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Media contacts

North America
Verde Brand Communications
Becca Katz: vallon@verdepr.com