French E-commerce Entrepreneurs to Buy Sonia Rykiel Assets

PARIS — A Paris court has approved the sale of Sonia Rykiel assets to a pair of French e-commerce entrepreneurs, Eric and Michael Dayan. “The Sonia Rykiel house will return in 2020,” the brothers said in a brief statement Thursday that did not provide financial details or further information. The brothers were co-founders of Showroomprive.com, an online private sales platform for branded goods started in 2006 that has expanded out of its home market France into other European countries. The pair, who left Showroomprive.com two years ago, said they plan to draw on their fashion industry and digital expertise to ensure the fabled French label’s presence in France and abroad. The Paris commercial court was charged with handling the sale of the label’s assets, which included the global trademark for all products and categories, and 50 years of archives and prototypes. The house went into receivership in April after luxury group First Heritage Brands, controlled by Hong Kong billionaires Victor and William Fung, who bought Sonia Rykiel in 2012, renounced turnaround efforts. The house’s identity is closely tied to its fiery-haired founder Sonia Rykiel, known as the “Queen of Knits,” who captured the liberated flavor of the French capital’s intellectual Left Bank with spirited knits,

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