Dayan brothers complete acquisition of Sonia Rykiel French fashion house
Five months after acquiring the brand rights, shareholders Eric and Michael Dayan will be finalizing the acquisition of the venerable fashion house Sonia Rykiel in a few days. Their goal is a major one: to revive the brand on social networks. A first step towards a revival of the iconic Tricolor House launched 52 years ago.
The purchase of a ” French heritage jewel “
About twenty candidates were competing at the Paris Commercial Court last December to take over the remaining assets of Sonia Rykiel after its final liquidation on July 25, 2019, due to a lack of buyers.
In the end, it was the duo Eric and Michael Dayan who, by highlighting their profiles as “French shareholders attached to a strong family and entrepreneurial culture“, their “knowledge” of the fashion industry and their “financial solidity“, have been chosen to pick up the torch.
The two brothers, who worked in the operational management of ShowroomPrivé alongside Thierry Petit and their other brother David Dayan, then expressed their intention to give a second wind to the Saint Germain des Près brand. They also affirmed their international ambition to develop the brand not only in France but also abroad.
“The House of Sonia Rykiel will be back in 2020”.
The promise has been kept.
The acquisition of the brand rights has been validated: the new shareholders have taken over a total of “more than 400 intellectual property titles in France and abroad“, the licences, stocks and archives of the Rykiel company founded in 1968.
The lucky buyers will therefore be able to use names such as Sonia Rykiel, Rykiel Homme or Sonia by Sonia Rykiel in the coming days.
The course is set on social networks
“We wanted to focus and mobilize our forces on reopening social networks that already have a large community of 450,000 followers on Instagram, 140,000 on Twitter and 90,000 on Facebook. We want to share positive messages and relay the brand’s key, unifying and inspiring values through images“, explained the new owners in a press release.
Getting back online is therefore Eric and Michael Dayan’s first objective, even if the current coronavirus crisis slowed them down in presenting their branding strategy and communication plan. “Artistic direction is currently at the heart of their reflections with different options that are already being studied. The mesh, at the centre of the company’s iconic codes, will be the subject of particular attention” they explain in the press release.
One thing is certain: they want to bring “modernity and creativity” to the house’s heritage and restore the reputation of an avant-garde brand with fifty years of history and international renown.
Read also > L’Oréal finalizes the acquisition of Mugler and Azzaro perfumes and abandons its targets for 2020
Featured Photo : © @Soniabysoniarykiel / Facebook
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