AFP-Relaxnews
Mar 9, 2017
Historic French swimwear brand eyes global re-launch
AFP-Relaxnews
Mar 9, 2017
Iconic swimwear and resort brand Réard is set for a rebirth.
The label, founded by French automobile engineer turned fashion designer Louis Réard, became an instant hit after it famously created the first two-piece swimsuit — dubbed the ‘bikini' — in 1946, but essentially languished following Réard's passing in 1984.
However, entrepreneur Richard Emanuel, who acquired the intellectual property assets of the brand a few years ago and is the brand's chairman, has now confirmed its re-launch this spring via a dedicated e-commerce platform, with department store distribution and branded retail stores set to follow.
According to a report in WWD, the company will be targeting the global luxury sector — swimwear will be priced from $200 up to $650 — with test pop-up locations to emerge next year at select resorts, and company-branded retail sites earmarked for 2019.
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