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Today, Electric designs and markets an extensive line of sunglasses, snow goggles, backpacks, luggage and accessories through a primarily action sport and sporting good global retail network including the Americas, Europe, Japan, China and Australasia. After over twelve years running strong in the action sports market, Electric is refreshing its brand with a newly designed logo, strategy and products.

The sophistication of Electric’s products, influences, goals and interests developed alongside the rapidly evolving market, highlighting the need to refresh the company’s image in order to accurately represent the brand. Eric Crane, who designed the original Electric identity in 2000, is leading the new identity project. The new “VOLT” logo, photography style and brand design celebrates Electric’s Southern California roots with an emphasis on premium quality and timeless style.

Press Release


By having a freshly re-positioned brand identity, Electric plans to achieve growth through expansion of product lines, geography and distribution. In order to fulfill the brand’s mission to become a world-class premium accessories brand, Electric plans to sell its products in premium lifestyle boutiques, department stores and sporting good chains, as well as in select online retail sites, including Electric’s newly launched e-commerce platform.

Electric’s expansion in Europe, a currently untapped market for the brand, will mark the first phase of a growing international presence. Electric has opened a new office in France along with a new European Managing Director who will be joining the company in March to spearhead the development of the brand in Europe, the Mediterranean and the Arab Emirates.

The second phase of Electric’s international expansion strategy will focus on brand recognition and leadership in four key Asian markets: Tokyo, Seoul, Hong Kong and China. The brand’s expansion in Asia will be led by Bob Cherry, Electric’s International Brand Manager, who will be working closely with Electric CEO, Bruce Beach.

“This is a very exciting time for Electric and our retail partners. By building on our strong foundation as the eyewear category leader in action sports, Electric’s new company vision is to become a global premium sports and lifestyle accessories brand. Electric’s unique sense of style, design, and purpose will be reflected in our refreshed identity, elevated range of existing products, and entrance into complimentary product categories. We have a passionate and experienced team that is dedicated to achieving our vision.” Bruce Beach, CEO of Electric

Electric founders Bruce Beach and Kip Arnette with Eric Crane, Chief Commercial Officer | Image

Electric’s strategy will be focused on product line development as well as expansion of the brand overseas. Electric’s apparel and accessories lines will see a continued focus on key items to round out the line with an major emphasis on bags and small leather goods.

Electric plans to introduce two new snow goggles, the EGV and the EGB2S, to round out the current market-leading offering, and also offer a full line of snow helmets. Electric will introduce new product line extensions which include watches and electronic accessories.

Electric appointed Eric Crane, to the position of Chief Commercial Officer to oversee the development of brand growth initiatives, including the refinement of existing processes and product categories. He will also spearhead the new marketing and product initiatives, including a brand redesign, entry into e-commerce, and expansion of snow helmets and a new product line of watches.

“I was brought back to Electric, first and foremost to help chart the course of the brand’s evolution. I will co-author a new chapter for Electric and re-engineer the brand from the ground up; to put processes, products, and strategies in place to ensure that the brand reaches its utmost potential. With the support and resource of the PPR Group, I am confident that we can accomplish this together.” Eric Crane, Chief Commercial Officer

Press Release

What do you think of the new look? Do you miss the old Volt?