Collaboration between Team DSM and Hans Anders Retail Group on product innovation


Team DSM and Hans Anders Retail Group (with its optician shop chains Hans Anders, eyes + more and Direkt Optik) together introduce the eyewear brand DRIIVE. The brand focuses entirely on innovative sports eyewear. The first collection is the successful result of intensive joint product development with the aim of creating the perfect racing glasses for athletes at the highest level. DRIIVE sports glasses are now available (also with prescription) for cyclists and other outdoor athletes in the Netherlands, Belgium, Germany, Austria and Sweden.

Cyclists, material experts and product engineers go for the best sports glasses
Starting in 2020, the R&D experts from TEAM DSM and Hans Anders Retail Group worked closely together on the requirements for the ultimate professional racing glasses. This led to a product development trajectory in which experts from the cycling team collaborated with specialists and technicians of the optics group to create the next generation of sports glasses.

The result is the first collection of DRIIVE sports glasses, which have been thoroughly tested by TEAM DSM under all conceivable conditions. In the meantime, team members won their first races wearing the newly developed glasses. From 11 April, the glasses are available in all 700 shops of Hans Anders, eyes + more and Direkt Optik.

Top achievement
Team DSM and Hans Anders Retail Group share the ambition to be at the forefront of innovative solutions and thinking. Bart van den Nieuwenhof, CEO of the optics group: “Team DSM and our optics experts have delivered a top achievement together. Cyclists and other athletes know about the importance of good sight in top sports, and we know all about high-quality spectacles, perfect lenses and optimum sight and vision during sport. Together, we were able to get the best out of people and their environment.”

Iwan Spekenbrink, CEO of Team DSM: “With Hans Anders Retail group we share our vision on sustainability, safety and innovation. We want to be the best in these fields. For us, innovation means being ahead of the game and beating our competitors. With these sports glasses Team DSM has gained a sporting advantage. We are proud to have achieved this with our DRIIVE collaboration.”

The DRIIVE collection
The collection is available in two versions:

The DRIIVE PRO collection: state-of-the-art professional sports glasses, with aerodynamic design, extremely light weight, high quality lenses, including prescription, different shields for all weather conditions without distortion, high quality coating for clear vision and adjustability of the glasses at nose and ears.
The DRIIVE HYBRID collection: sporty hybrid glasses that are perfect for all outdoor activities (such as cycling, mountain biking, running, hiking, etc.) and other leisure moments. Also available with prescription lenses.

As you may expect, Hans Anders Retail Group delivers with its DRIIVE collection great value at affordable prices.

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