This is the Argentine firm Hardem Eyewear, owned by entrepreneur Nicolás Schirmer. A brand that managed to consolidate itself thanks to its original designs.
Nicolás Schirmer has entrepreneurial DNA in his blood, He always wanted to have economic independence and, thanks to his training in Marketing, he looked for little-exploited business niches, but with great potential for growth and development. This is how his Hardem Eyewear brand of glasses was born, which today is known locally for its disruptive models, with striking frames or colored lenses.s, characteristics that earned him the preference of various celebrities and influencers with whom he launched special collaborations. Now an iconic figure of Argentine music has joined: Fito Páez.
“In 2015 I began to develop the idea of the glasses brand, it was a long job of market research but also to launch the company. We went on the market in December 2016 and it was not easy because in the years that followed there was a very significant decline in consumption. Then came the pandemic and high inflation, so the context never helped much, but despite everything we managed to grow and establish ourselves in the market. Maybe everything needed more effort, but here we are firm with many more plans,” he explained in dialogue with Ámbito. Nicolás Schirmer, CEO and owner of the company.
Precisely those plans that this entrepreneur talks about, the possibility that he will very soon land his products in the North American market resonates strongly. “In October of last year we arrived in Europe, we were based in Valencia, Spain, and we are exporting to several countries in the region. Now we want to follow the same path in North America, we have already signed a distribution contract with Canada and the idea is to be able to later go down to the United States with our products. On the other hand, we are in talks with Mexico and we hope to disembark in the first half of 2025 with products of 100% Argentine design.”says Nicolás Schirmer, CEO of Hardem Eyewear.
Colored lenses and collaborations
A large part of the brand’s success was precisely its “different” models that were born with the premise of being a fashion accessory that completes the outfit. “Lenses are sometimes only associated with health because they are the complement for those who need prescription glasses, something we offer, but with a very special advantage that is provided by the design. Also, after traveling to many international fairs, We saw that in Argentina there was no supply of glasses with colored lenses and that is why we developed this product that works very well.in addition to traditional sunglasses. Today we have glasses with yellow, pink, light blue, sepia, gray, green and terracotta lenses,” explains Schirmer.
@mezzutt – Marcos Mezzottoni2.jpg
Another of the company’s characteristic features is that it has launched various collaborations with recognized figures in order to reach more people. “Collaborations are very important because the celebrity or influencer feels the product as their own, we develop it together, but Hadem always puts his personal imprint. It is a formula that allows us to have a greater presence in various areas and reach the public,” says the owner of the firm.
Within this scheme, recently Hardem sHe joined a luxury figure: Fito Páez. “It was something wonderful. Some time ago in an interview that Fito gave we saw that he was wearing Hardem glassesfrom that moment we began to work to approach him and bring him the proposal to launch a capsule and we achieved it. “This launch presents three models of lenses that have Fito’s artistic imprint and we hope to continue launching more models in the short term,” Schirmer detailed.
Source: Ambito
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