Alessandro Baronti.

LOS ANGELES—DIFF Charitable Eyewear, an independent, high-growth eyewear platform, has announced the appointment of Alessandro Baronti as its new president of global wholesale. In this role, Baronti will lead the expansion of DIFF's global wholesale business, the company advised, driving growth through strategic partnerships and enhanced distribution networks. In making the announcement, the company noted Baronti's experience in sales leadership, passion for innovation within high-growth brands, understanding of the eyewear industry and commitment to DIFF's mission.

"As we evaluated the long-term horizon where DIFF and its portfolio brands expand rapidly through a multi-channel effort, we determined the need to invest in an executive who can deliver the next level of strategic growth," said Bob Ross, chief executive officer of DIFF Eyewear. "This effort will not only consist of growth from the digital landscape, but will also accelerate our wholesale distribution within the optical category and help obtain new strategic licenses. DIFF also plans to launch a retail presence starting in 2026 through physical retail stores in the U.S. and is searching for partners to further enable global marketplace distribution. Alessandro, with his combined 30-plus years' experience at De Rigo REM and Luxottica, was the perfect candidate to execute our forward plans."

"I am thrilled to have joined DIFF Eyewear as president of global wholesale, a role that perfectly aligns with my passion for innovation and commitment to making a difference," said Baronti, whose past roles included serving as chief executive officer of De Rigo REM as well as in leadership positions within Luxottica. "DIFF is not just about creating stylish and affordable luxury eyewear; it's about reshaping the industry with a fresh perspective. Our mission is to combine fashion-forward designs with accessibility, ensuring that our customers around the world can enjoy high-quality eyewear without compromising on style or price.

 
 
"In this role, I am committed to forging strong partnerships and enhancing our distribution networks that put DIFF Eyewear at the forefront of the industry," Baronti continued. "I look forward to leading our team on this exciting journey. Together, we will continue to elevate DIFF Eyewear as a brand that stands for more than just eyewear—it stands for making a difference. Our goal is to set new standards in the eyewear market, where style, affordability and social responsibility go hand in hand. As DIFF Eyewear continues to grow, it will remain focused on dedication to social responsibility, ensuring our efforts to provide vision to those in need."

DIFF Charitable Eyewear operates a portfolio of eyewear brands and labels including DIFF, Diff Sport, Iconica, DIME and Patricia Nash, and distributes its fashion frames directly through its digital channels diffeyewear.com and dimeoptics.com and through wholesale channels servicing both mainline U.S. department stores and more than 1,000 boutiques worldwide.