2023-11-30 21:48:58
DECRYPTION – Star of the 90s and former gem of the Vivarte group, the brand joins the Un Jour Ailleurs – Antonelle group. The forty-year-old brand, which will lose more than a hundred stores following the sale, must rethink its strategy.
A white background, a black and white portrait signed by a great photographer, a cheeky hook. For its first major advertising campaign launched in 1988, Kookaï treated itself to the elite of French fashion: Estelle Lefébure, Yves Saint-Laurent, Karl Lagerfeld… The celebrities praised, in their own way, the insolent success of this brand born in the Sentier a few years earlier. “Kookaï, I’ve heard of it but I’ve never seen one », joked a joking Yves-Saint-Laurent. Forty years later, the sentence struggles to make you smile. And for good reason: in receivership since February, the former darling of the 90s has not come far from joining the history books. Saved at the last minute by the Un Jour Ailleurs-Antonelle group, Kookaï will make it through quarantine, but at the cost of a reduced network.
Appointed by the Paris commercial court this Wednesday, Un Jour Ailleurs…
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