The Sonia Rykiel brand, which was liquidated just over a year ago, is making a remarkable comeback with the reopening of its e-commerce site. This marks the beginning of a digital revival for the couture house, situated in the vibrant Saint Germain des Prés neighborhood of Paris. The brand faced significant financial difficulties after the death of its founder in 2016, which eventually resulted in the closure of many of its physical stores. Last year, when the brand went into receivership and was liquidated, it seemed like the end of an era. However, the acquisition of the brand by Eric and Michael Dayan, co-founders of the online platform Showroomprivé.com, breathed new life into Sonia Rykiel.
Thanks to the acquisition, Sonia Rykiel now has the rights to its brand, archives, intellectual property, license agreements, and inventory, enabling it to envision a promising future. The brand began reconnecting with its community through social media, particularly Instagram, and yesterday unveiled the revamped version of its website for 2020. The brand expressed its delight in reconnecting with its audience and is determined not to miss out on the influential digital wave.
The new website focuses on expanding its international reach and promoting inclusivity. It utilizes advanced technology that can adapt language, taxes, shipping, and currency to cater to over 100 destinations and 30 currencies. This enables Sonia Rykiel to spread its iconic style across the globe, especially as digital usage has rapidly accelerated due to social distancing measures. In this challenging economic climate, embracing digital platforms is crucial.
In preparation for the potential reopening of physical stores, the brand showcases its renowned pieces that have contributed to making Sonia Rykiel the “Queen of Knitwear” since 1968. These include prestigious knits and colorful stripes that have become synonymous with the brand. The website features a modern and user-friendly design, appealing to both loyal Rykiel enthusiasts and younger clientele. It invites them to explore the collection and dive into the brand’s rich history.
According to the brand’s planned announcement schedule, Sonia Rykiel is expected to introduce its new creative team by the end of the year. This will further solidify the brand’s rejuvenation and serve as a testament to its resilience.
Useful links:
– Sonia Rykiel Official Website
– Sonia Rykiel on Instagram
