New Owners of Sonia Rykiel Talked about the Future of the Brand

The French brand Sonia Rykiel, which closure became known in July 2019, is returning. In December, the founders of Showroomprive online store Eric and Michael Dayan took up the revival of the brand. The purchase of the brand implied the control of the brand’s archives, intellectual property rights and the latest Sonia Rykiel collection, which never ended up in boutiques. The current owners of Sonia Rykiel said they plan to focus on developing the brand’s social networks. Eric and Michael Dayan are confident that this will allow them to interest a new audience that is not so familiar with the legacy of the French brand.

Next month they plan to open the Sonia Rykiel website. The new owners of the brand intend to focus on the quality of garments and attracting young buyers - Eric and Michael Dayan will work with schools and influencers. “We are talking about a designer who gave women freedom, she defended so many values ​​and did so much for the fashion world. If it were only a brand, we would not have bought it. Sonya Rykiel advocated women's rights, independence, positive attitude and dynamics. All these values ​​are protected by modern youth. We are convinced that after the crisis this will be even more relevant, because consumers will want to turn to brands with a history, with quality things with which they can identify themselves. When you put on Sonia Rykiel, it says something about you,” said Eric and Michael Dayan.

Eric and Michael Dayan | Photo credit: VZ

They also noted that they were going to change the pricing policy of the brand. Sonia Rykiel will be in the luxury segment, but the brand’s stuff will be cheaper. “Previously, sweaters sold for € 3,000 - this is not what we want. We are not here to make a new line for young people, but we want to create a collection that is suitable for different generations, ”said Eric and Michael Dayan.


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