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About Us


Founded in 2000 in California, Electric makes quality products that enhance active lifestyles – offering ‘Style that performs’. By building upon what has stood the test of time, Electric reengineers classics. The brand designs and markets sunglasses, snow goggles and helmets, watches, backpacks, luggage and accessories. They can be found throughout the Americas, Europe, Japan, China and Australasia in Lifestyle boutiques, department stores, sports shops and online, including Electric’s own e-commerce websites. Electric is part of the Kering Group, a world leader in apparel and accessories which develops an ensemble of powerful Luxury and Sport & Lifestyle brands.


In 2014, Electric completed the refresh of its in-store display fixtures; delivering over 2000 displays worldwide with an immediate positive effect on sell through. Electric’s ecommerce business also continued to grow according to plan in the U.S., and launched in Canada and Europe. Electric expanded its watch product line offering to include digital and digital tide, which was nominated for SIMA Accessory Product of the Year. Electric’s restructured sunglass offering includes ambassador inspired collaborations, limited edition premium acetate frames, and more; all featuring Electric’s signature melanin-injected lens. Electric successfully launched its inaugural line of protective snow helmets and a new patent pending snow goggle technology to the market called Press Seal, initially in the EG3 model.


In 2015, Electric will continue its expansion plans in new geographies and channels, working with new distribution partners. Electric’s premium collection of eyewear, watches and small leather goods will be marketed to premium Lifestyle boutique and department store channels, while its technical and Sport driven products will be targeted towards its existing action sports, premium Sporting Goods and outdoor channels. Electric’s female focus will also be expanding with new colors in existing styles, smaller watch and goggle sizes, and a communication plan dedicated to women.


Eric Crane started his career in graphic design and advertising in 1993 with a position with Arnette Optics. Having quickly earned recognition at Arnette within the action sports community, he joined the San Francisco based Astro Studios in 1998. In 2000, Eric partnered with Electric to launch the brand by designing the identity, and maintained the brand’s image until 2003. In 2007, Eric joined Nixon, Inc. as the brand’s first Global Vice President of Product and Design, before coming back to Electric in 2012 as Chief Commercial Officer and was soon after appointed CEO in 2013.


A world leader in apparel and accessories, Kering develops an ensemble of powerful Luxury and Sport & Lifestyle brands: Gucci, Bottega Veneta, Saint Laurent, Alexander McQueen, Balenciaga, Brioni, Christopher Kane, McQ, Stella McCartney, Tomas Maier, Sergio Rossi, Boucheron, Dodo, Girard-Perregaux, JeanRichard, Pomellato, Qeelin, Ulysse Nardin, Puma, Volcom, Cobra, Electric and Tretorn. By ‘empowering imagination’ in the fullest sense, Kering encourages its brands to reach their potential, in the most sustainable manner. Present in more than 120 countries, the Group generated revenues of €10 billion in 2014 and had more than 37,000 employees at year end. The Kering (previously PPR) share is listed on Euronext Paris (FR 0000121485, KER.PA, KER.FP).