Sonia Rykiel takes direct control of Japanese distribution

Sonia Rykiel is busy taking key strategic decisions. After announcing, at the end of 2016, the deployment of  a comprehensive relaunch plan, the Parisian fashion label is now restructuring its organisation. First it decided to externalise the childrenswear business, followed by the plan to terminate its second line. The latest change involves the label's Japanese distribution.

Autumn/Winter 2017-18 campaign - Sonia Rykiel

Sonia Rykiel has in fact recently announced the end of its exclusive distribution agreement with the Onward group in Japan. The fashion label, which belongs to Chinese investment fund First Heritage Brands, will once again manage its presence in the country directly, from the Spring/Summer 2018 season.

Japan is a key market for the brand, whose reputation is strong there after a 30-year presence. At a time when Sonia Rykiel is relaunching, its senior management sees taking direct control of distribution in Japan as an opportunity.

Sonia Rykiel has underlined that the ongoing relaunch, under the aegis of Creative Director Julie de Libran, as well as the celebration of the label's fiftieth anniversary in 2018, mean now is the right time to deploy a new strategy and inject new energy on the Japanese market.


Translated by Nicola Mira

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