The French fashion house Sonia Rykiel, which announced its closure in July last year due to financial difficulties, is once again returning to the fashion industry with new brand owners and founders of Showroomprive online retailer Eric and Michael Dayan. In December 2019, they began the process of buying out the assets of a bankrupt company and identified the main areas that they will work soon.
The Dayan brothers believe that in the modern world it is most effective to look for new potential customers online, therefore they plan to actively develop the brand's social networks and rely on affordable prices, even though the brand will continue to position itself as a luxury one. The main focus of the new Sonia Rykiel collections will be high-quality knitwear, which has been and remains the hallmark of the brand. Also, at the first stage, Eric and Michael Dayan plan to launch a new official website of the brand and an online store where you can buy items from past collections, and a little later open several offline small showrooms.
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