Nina Ricci Closes Historic Flagship Boutique in Paris, owned by Spanish fragrance and fashion group Puig, the brand is pivoting to a digital-first.

The brand, founded in 1932 and known for its bestselling fragrances, including L’Air du Temps, is expected to launch an e-commerce site this fall. Ricci is carried by around 80 retailers worldwide, including Le Bon Marché, Printemps, Bergdorf Goodman, Neiman Marcus, Isetan, Joyce and Lane Crawford. It is also sold online via Net-a-porter, Farfetch and Ssense.

The store, opened in 1979, will be taken over by Paco Rabanne which, like Nina Ricci, belongs to Spanish fragrance and fashion group Puig, the parent company of brands including Carolina Herrera, Jean Paul Gaultier, Dries Van Noten and Penhaligon’s.

The boutique at 39 Avenue Montaigne, across the street from Dior, is closed and its windows are covered with stickers bearing the Paco Rabanne logo.

Although Ricci executives have yet to lay out the new strategy, the brand’s creative directors, Lisi Herrebrugh and Rushemy Botter, said it was implemented for fall 2021.