Maui Jim

Maui Jim is an American eyewear brand and manufacturer whose roots trace to beachside sunglasses sales on Maui, Hawaii, in 1980. The business initially grew from a small island operation into a specialist sunglasses company focused on glare reduction, ultraviolet protection, and lens performance. Its name reflects the brand's Hawaiian origin, while its corporate base is now in Peoria, Illinois. The company became particularly associated with polarized sunglasses and its proprietary PolarizedPlus2 lens technology. The technology is marketed as combining glare reduction with protection from ultraviolet light and enhanced color and contrast. Maui Jim's assortment has included fashion, lifestyle, sport, and prescription sunglasses, as well as optical eyeglass frames. Prescription products include progressive-lens options, and the company has operated prescription laboratories in the United States and Europe. A significant phase of the company's development began in 1991, when Walter Hester acquired the business. Hester established Hester Enterprises, Inc., and expanded the brand beyond its original Hawaiian base. In 1994, RLI Vision became the mainland distributor for the company, then known as Maui Jim Sunglasses. In 1996, Maui Jim acquired RLI Vision from its parent, RLI Corp. The combined company adopted the Maui Jim, Inc. name and moved its headquarters to Peoria, while retaining a Maui office. The transaction also left RLI Corp. as a major shareholder at that stage. Maui Jim built an international distribution and service infrastructure during the 2000s and 2010s. It opened a distribution center in Braunschweig, Germany, in 2004; that site later became the company's European headquarters. A first prescription laboratory opened in Peoria in 2006, followed by a European prescription laboratory in Braunschweig in 2018. In 2011, Maui Jim acquired Zeal Optics, a Boulder-based maker of polarized sunglasses and action-sport goggles, broadening its connection with outdoor and performance eyewear. By 2015, the company was described as the world's third-largest sunglasses producer and had approximately 500 employees. Its products were distributed in more than 100 countries, with an assortment reported at about 125 polarized-sunglasses styles in 2016. The company also expanded into optical eyeglasses in 2018, extending its offer beyond sunwear. Brand visibility has been supported by sports partnerships. Maui Jim became title sponsor of the college basketball Maui Invitational in 2015 and has sponsored or worked with sailing, golf, marathon, kiteboarding, and Formula One properties. It became an official eyewear partner of Haas F1 Team in 2021 and entered a later multi-year official-eyewear partnership with Red Bull Racing in 2025. Kering announced the acquisition of Maui Jim in 2022. RLI sold its remaining shares as part of the transaction, which was completed in October 2022. Maui Jim therefore operates within Kering's luxury and premium eyewear ecosystem while continuing to trade under its established brand identity and focus on polarized sunwear, prescription eyewear, and outdoor-oriented performance.

Maui Jim began in 1980 in Lahaina, Hawaii, where a fisherman sold sunglasses on Maui beaches. The early business was closely associated with the island and with the practical need for eye protection in bright coastal conditions. Several years after its founding, the company developed polarized sunglasses intended to reduce glare and protect against ultraviolet radiation, establishing the technical and functional emphasis that later became central to the brand. In 1991, boat captain Walter Hester purchased the company and reorganized it under the Hester Enterprises, Inc. name. His ownership marked the beginning of a more structured expansion from a local Hawaiian business into a broader eyewear enterprise. In 1994, RLI Vision, based in Illinois, became the mainland distributor for the business, which was then commonly identified as Maui Jim Sunglasses. The relationship with RLI developed into a corporate combination in 1996. Maui Jim Sunglasses acquired RLI Vision from its parent company, RLI Corp. The combined organization became Maui Jim, Inc., moved its headquarters to Peoria, Illinois, and maintained an office in Maui. RLI Corp. became a major shareholder in the resulting company. The move gave Maui Jim a mainland operating base while preserving a connection with its Hawaiian origins. International infrastructure followed. In 2004, Maui Jim opened a distribution center in Braunschweig, Germany, which later became its European headquarters. The company opened its first prescription laboratory in Peoria in 2006, supporting the production of prescription lenses for its designs. In 2011, it acquired Zeal Optics, a Boulder, Colorado, company that designed and manufactured polarized sunglasses and action-sport goggles. The acquisition reinforced Maui Jim's presence in performance and outdoor eyewear. During the 2010s, Maui Jim developed into a sizable global sunglasses producer. By 2015, it was reported to have approximately 500 employees and to rank as the world's third-largest sunglasses producer. That year, it became title sponsor of the college basketball Maui Invitational Tournament. The business continued to sell a broad range of non-prescription fashion and sport sunglasses, while also offering prescription versions and progressive lenses. In 2016, its range was reported to contain roughly 125 polarized-sunglasses styles distributed in more than 100 countries. The company expanded its prescription and optical capabilities in 2018. It began selling optical eyeglasses in March and opened its first prescription laboratory outside the United States in July, at its European headquarters in Braunschweig. These developments broadened the brand's commercial scope from premium sunwear into everyday optical products. Maui Jim has used sports and outdoor associations to communicate its performance-oriented identity. In addition to the Maui Invitational, its sponsorship activity has included the Australian Sailing Team and individual athletes in marathon running, golf, and kiteboarding. The brand entered Formula One through an official eyewear partnership with Haas F1 Team in 2021 and later became official eyewear for Red Bull Racing in a multi-year agreement announced for 2025. Kering announced its intention to acquire Maui Jim in March 2022. RLI sold its remaining interest, and the acquisition was completed in October of that year. Maui Jim is now part of Kering's wider eyewear portfolio through Kering Eyewear. Its established brand proposition remains based on premium polarized lenses, outdoor performance, prescription capability, and the visual identity associated with its Hawaiian beginnings.

• 2022

  Acquisition by Kering completed

  [1]Maui Jimen.wikipedia.org

  Kering completed its acquisition of Maui Jim in October after announcing the transaction earlier in the year.

• 2018

  Optical and European prescription expansion

  [1]Maui Jimen.wikipedia.org

  The brand began selling optical eyeglasses and opened its first prescription laboratory outside Peoria, at its Braunschweig European headquarters.

• 2015

  Maui Invitational title sponsorship begins

  [1]Maui Jimen.wikipedia.org

  Maui Jim became title sponsor of the college basketball Maui Invitational Tournament.

• 2011

  Zeal Optics acquired

  [1]Maui Jimen.wikipedia.org

  Maui Jim acquired Zeal Optics, a Boulder-based designer and manufacturer of polarized goggles and sunglasses for action sports.

• 2006

  First prescription laboratory opens

  [1]Maui Jimen.wikipedia.org

  Maui Jim opened its first prescription laboratory in Peoria, Illinois.

• 2004

  European distribution center opens

  [1]Maui Jimen.wikipedia.org

  The company opened a distribution center in Braunschweig, Germany, which later became its European headquarters.

• 1996

  Headquarters move to Peoria

  [1]Maui Jimen.wikipedia.org

  Maui Jim acquired RLI Vision, formed the combined Maui Jim, Inc. organization, and moved its headquarters to Peoria while retaining a Maui office.

• 1994

  RLI Vision becomes mainland distributor

  [1]Maui Jimen.wikipedia.org

  Illinois-based RLI Vision became the mainland distributor for Maui Jim Sunglasses.

• 1991

  Walter Hester acquires the company

  [1]Maui Jimen.wikipedia.org

  Boat captain Walter Hester purchased the business and operated it under the Hester Enterprises, Inc. name.

• 1980

  Business founded on Maui

  [1]Maui Jimen.wikipedia.org

  A fisherman began selling sunglasses on beaches in Maui, Hawaii, establishing the roots of the company later known as Maui Jim.

Premium, technology-led eyewear centered on polarized lenses, glare reduction, ultraviolet protection, enhanced color perception, and outdoor lifestyle use.

• Sunglasses

  Polarized sunglasses

  Maui Jim's core product category consists of polarized sunglasses in fashion, lifestyle, and sport-oriented designs. The brand's PolarizedPlus2 technology is positioned around reducing reflected glare, filtering ultraviolet light, and improving perceived color and contrast. The collection has included a large range of frame shapes and lens treatments for everyday wear and outdoor activity.

• Prescription eyewear

  Prescription sunglasses

  The company produces prescription versions of its sunglass designs, including options using progressive lenses. These products extend the brand's polarized-lens proposition to customers who require vision correction while retaining the frame styling and lens technologies associated with Maui Jim sunwear.

• Optical eyewear · 2018

  Optical eyeglasses

  Introduced commercially in 2018, Maui Jim optical eyeglasses broadened the brand beyond sunwear. The category includes everyday prescription frames intended for regular optical use, supported by the company's prescription-laboratory capabilities in Peoria and Braunschweig.

• Action-sport eyewear · 2011

  Zeal Optics goggles and sunglasses

  Zeal Optics became part of Maui Jim through the 2011 acquisition. Its product heritage includes polarized sunglasses and action-sport goggles, giving Maui Jim an additional platform in outdoor and performance-oriented eyewear.

• 2025Red Bull Racing official eyewear partnership

  International

  Maui Jim became official eyewear for Red Bull Racing under a multi-year sponsorship agreement.

  Outcome. The agreement expanded Maui Jim's Formula One presence to a second team partnership.

  Source
• 2021Haas F1 Team partnership

  International

  Maui Jim became the official eyewear partner and sponsor of Haas F1 Team, using Formula One visibility to support its performance and lifestyle positioning.

  Outcome. The partnership added Formula One to the brand's sports-marketing portfolio.

  Source
• 2015Maui Jim Maui Invitational

  United States

  Maui Jim became title sponsor of the college basketball Maui Invitational Tournament, linking the brand with a nationally recognized sporting event associated with Hawaii.

  Outcome. The tournament adopted the Maui Jim Maui Invitational name.

  Source
• Outdoor and athlete sponsorship program

  International

  The company has sponsored or partnered with the Australian Sailing Team and athletes including marathoner Meb Keflezighi, golfer Ernie Els, and kiteboarder Dave Shah.

  Outcome. These associations reinforced the brand's connection with outdoor sport and performance eyewear.

  Source

• 2022

  Sell the company to KeringM&A

  Background

  Kering announced plans to acquire Maui Jim, while RLI held remaining shares in the business.

  Action taken

  Kering acquired Maui Jim, with RLI selling its remaining interest. The transaction was completed in October 2022.

  Aftermath

  Maui Jim became part of Kering's eyewear activities through Kering Eyewear.

  Source

• 2018

  Enter the optical-eyeglasses categoryProduct launch

  Background

  Maui Jim had historically been identified primarily with polarized sunglasses and prescription sunwear.

  Action taken

  The company began selling optical eyeglasses and expanded its prescription-laboratory network to Europe.

  Aftermath

  The move broadened the brand into everyday optical products and added prescription capacity in Braunschweig.

  Source

• 2011

  Acquire Zeal OpticsM&A

  Background

  Zeal Optics designed and manufactured polarized sunglasses and action-sport goggles in Boulder, Colorado.

  Action taken

  Maui Jim acquired Zeal Optics.

  Aftermath

  The acquisition expanded Maui Jim's connection with action sports and outdoor performance eyewear.

  Source

• 1996

  Combine Maui Jim Sunglasses with RLI VisionM&A

  Background

  RLI Vision had served as the company's mainland distributor since 1994, creating an established route into the continental United States.

  Action taken

  Maui Jim Sunglasses acquired RLI Vision from RLI Corp. and adopted the Maui Jim, Inc. name for the combined organization.

  Aftermath

  The company moved its headquarters to Peoria, Illinois, while maintaining an office in Maui; RLI Corp. became a major shareholder.

  Source

1. 1Maui Jimen.wikipedia.org
2. 2Maui Jim official websitemauijim.com