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Larry Sands Forms SL Luxury Group

The eyewear guru behind Chrome Hearts and Optical Shop of Aspen has joined forces with Shamballa Jewels’ Michael Lillelund.

Larry Sands, the eyewear guru behind Chrome Hearts and Optical Shop of Aspen has joined forces with Shamballa Jewels’ U.S. chief operating officer and brand director Michael Lillelund to create SL Luxury Group.

Launched last week, the new multinational luxury goods conglomerate will spearhead the US distribution and expansion for international luxury brands, beginning with Denmark-based Shamballa Jewels. Other fashion-centric brands that have signed on with SL recently include NAPP Jeans and Sunglass Chateau.

According to SL, it owns a high-end boutique called “Silver Threads” in Aspen, Colo. where it will test products within certain markets. The company plans on opening two additional Silver Threads in the next six to 12 months, which will aid in its mission of growing “leading international brands.”

SL will help build distribution channels by leveraging its international retail store network, as well as emphasizing brand development, strategy, design and digital marketing.

Lillelund said “2014 will be a landmark year for SL Luxury Group, especially in the context of the economic slowdown in the US…SL Luxury Group intends to further strengthen its global leadership position in the luxury sector by expanding relationships with retail stores and adding additional brands to our portfolio."