Mia Burton, an international e-tailer specialised in high-end sunglasses and eyeglasses founded in 2022, has announced it has merged by incorporation with Lipari, an eyewear and optical products retailer set up in Palermo, Sicily, over 50 years ago, which recently opened a new store in Milan. The goals of the operation are for the partners to boost their omnichannel business, strengthen the group structure, and create synergies between online and offline retail. Mia Burton is set to consolidate its online presence and international footprint through a data-driven approach, while Lipari will continue to concentrate on physical retail with its selection of premium brands and sector expertise.  

Mia Burton and Lipari’s joint goals include scaling operations and logistics, and increasing product customisation by sharing customer data and solutions. “In a sector like eyewear that, unlike other fashion and luxury sectors, continues to grow chiefly in the digital realm, the new entity is preparing to develop different business lines, enhancing complementary skills within a single organisation. Pursuing this operating strategy, the group is aiming for revenue of €23.7 million in 2025,” said Mia Burton and Lipari in a press release.
 
Mia Burton will contribute its expertise in international e-tail and premium brand management. The site is deployed in five languages – English, Italian, French, German, and Spanish – and is active virtually worldwide. Its main markets are the USA, the UK, and northern Europe, while Canada and Australia as emerging markets. Following the merger, Mia Burton intends to pursue its internationalisation path, opening new logistics hubs in the USA and Europe, and expanding its e-tail business to new markets such as the Arabian peninsula.

In 2025, notably in Q2, Mia Burton has stepped up its efforts in Italy, posting 99% growth on an annual basis.
 
“We are not chasing an ego project or short-term revenue. In order to become a significant force, the most important thing is to build a solid project, and a coherent one. We are imagining a path unlike that of a cash-burning start-up,” said Carlo Alberto Lipari, CEO of Mia Burton. “The merger with Lipari realises our vision of a business unit structure that multiplies existing synergies and enables us to tap new opportunities. Although Italy is a priority, we will adopt a gradual approach, since e-tail penetration in the optical sector in Italy has always been slower than in other countries. Precisely for this reason, our online focus on the Italian market continues to go hand in hand with traditional retail, and we are constantly searching for high-profile locations in [Italy’s] main cities,” he added. 

Lipari said that the group will continue to extend its retail footprint with new openings in Italy, focusing on the in-store experience and a direct relationship with international brands, as shown by the recent limited-edition collaboration with French brand Peter & May. Mia Burton, in addition to consolidating its position as a multi-brand platform for high-end eyewear, will focus on selling its proprietary line of progressive lenses, Mia Burton Vision.
 
Mia Burton currently sells 65 brands, from major luxury names such as Cartier, Gucci, Saint Laurent, Balenciaga, Bottega Veneta (by Kering Eyewear), Prada and Miu Miu (by Luxottica), to niche brands such as Jacques Marie Mage, Chrome Hearts, Cutler & Gross and Kuboraum, as well as independent brands with a cult following like Peter & May, Garrett Leight, and Leight, and iconic eyewear brands like Ray-Ban, Persol and Oakley.