sonia rykiel will permanently close its diffusion line

In an effort to get back on top, the label is making some big moves.

by Isabelle Hellyer
|
28 October 2016, 9:17am

Sonia Rykiel fall/winter 16, Photography Jason Lloyd Evans

Sonia Rykiel is set to cease production of its lower-priced diffusion line Sonia by Sonia Rykiel after failing to turn a profit since 2013. The company, owned by Hong Kong investment company First Heritage Brands, will also lay off 79 of their 330 staff in an effort to return to profit by 2019. 

The company plans to reposition the label in the market by adding lower-priced, more accessible items to its main (and now only) line, Sonia Rykiel. The company issued a statement attributing its financial woes to downturns in growing markets like eastern Europe and Asia, while noting many French consumers are behaving more conservatively in the wake of terror attacks. 

Eric Langon, CEO of the label, told WWD "it is essential for the house to rethink and revitalise itself." If the plan fails, the company's future is in question — but we hope the legacy of 'the queen of knitwear' will successfully propel the house through this difficult time. 

Credits


Text Isabelle Hellyer
Photography Jason Lloyd Evans

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