Vision Planet, an eyewear company located in Buenos Aires, Argentina, produces Mistral-branded prescription, regular sunglasses and optical eyewear of style and quality. Beginning in 2013, they took over the licensing agreement from a former underperforming licensee.

 

 

Mistral International recognised the quality of the designs being produced and Vision Planet’s work with some of the most prominent and in-demand branded accessories in Argentina and secured the opportunity to place the Mistral brand in the hands of Vision Planet when the time was right for both parties.

At the helm of this initiative, then and now, is Tamara Waisberg. A successful businesswoman in her own right, she and her husband have been instrumental in the repositioning of the Mistral brand. Their essential prior knowledge and respect for the Mistral brand, a reputation generated during the windsurfing phenomenon of the 1980s and ‘90s, has been vital in ensuring the correct positioning and objective regarding taking on the Mistral license for eyewear.

Despite the challenges posed by the former licensee's lack of product knowledge, investment, and understanding of the Mistral brand, Vision Planet was able to gain back the trust of local and national opticians within Argentina. Their first year of redesigning and repositioning Mistral eyewear with higher quality, varied designs, and seasonal collections was met with enthusiastic support from opticians, a testament to the brand’s growing appeal.

Today, Vision Planet continues to invest in marketing activities to boost brand awareness, including a strategically selected influencer team, brand ambassadors, and public relations agency, to strengthen the brand further and make it the preferred choice among a broad demographic. Photo shoots resonate with coastal-casual, sophisticated Bohemian lifestyles central to Mistral’s brand positioning.

Vision Planet’s work has been instrumental in spreading the word regarding Mistral eyewear, contributing to its growing influence in the eyewear market. Due to Mistral eyewear’s strong image and reputation for quality, opticians provide prime placement in window fronts and displays, a testament to the brand's reputation. Their focus continues to be innovative, and in recent years, they have carved out a unique niche with clip-on models that are light, resistant, polarised, and multifunctional.

This dedication to innovation and quality is a hallmark of Vision Planet's design, marketing, and distribution. Their constantly updated collections, following global trends, result in distinctive designs that provide a positive experience for opticians and end consumers, making Mistral eyewear a unique and fit-for-purpose lifestyle product.