I-SEA, which has quickly become a leading sunglass brand in North America in the action sports and boutique channels, is launching in Europe with the help of Stokehouse Europe, led by experienced industry veteran Derek O’Neill.

Stokehouse Europe, which operates Vissla, Sisstrevolution, and Amuse Society in the region, will be the exclusive distributor for I-SEA in the European Union as well as Switzerland, Norway, Andorra, Canary Islands, Turkey, and Morocco.

“This expansion represents a significant milestone in our mission to make high-quality, affordable eyewear accessible on a global scale,” said Joey Santley, co-owner and CEO of I-SEA, in a statement. “Our commitment to premium materials at an affordable price has resonated strongly with our customers in the U.S., and we are confident that our European customers will appreciate the same blend of style, performance, and value. We are thrilled to partner with Derek and his team – their ability to effectively manage distribution and leverage their strong retail relationships will be crucial as we introduce I-SEA to new customers across Europe.”

O’Neill served as the CEO of Billabong for many years when it was a separate, publicly traded company. O’Neill said Stokehouse has already placed some test product in stores in France, Spain, and Holland in the 39 and 49 Euro retail price range, and “the sales have been instant with great feedback so we know the opening is wide,” he said.

“We are both proud and excited to take on this opportunity in Europe,” O’Neill added. “The market in eyewear has changed a lot in the last few years and I-SEA has been a standout brand in the USA. … We look forward to working with our strong account base and beyond in Europe both now and with a broader style offer from March ’25 and beyond.”

Based in San Clemente, California, I-SEA is owned by Santley and his wife, Allison Singer.