Their purchase has just been finalized, and Sonia Rykiel’s new owners are starting with social media as they set out to breathe new life into the label, which has been shuttered since last July.
“In this current context, we wish to focus and mobilize our efforts on the reopening of the brand’s social media that already have a large community,” said Eric Dayan and Michael Dayan, citing the historic label’s 450,000 Instagram followers, 140,000-strong Twitter following and 90,000 Facebook followers.
“We want to share the messages of support we have received for the brand, and convey its uniting and inspiring key values,” the brothers said in a joint statement. The siblings have experience in retail and online commerce as founding members of Showroomprive.com, an online private sales business for branded goods that started in 2006.
Stressing interest in preserving the brand’s heritage while focusing on modernity and creativity, the brothers hope to revive the house through their purchase of the intellectual rights of Sonia Rykiel and Rykiel Homme as well the sister line, Sonia by Sonia Rykiel, encompassing fashion, fragrance, beauty and lifestyle categories. The Dayans said the coronavirus crisis has caused them to postpone presenting details of their relaunch plans, but noted