Rabih Kayrouz, the renowned Lebanese couturier, is marking his illustrious twenty-five-year career in the fashion industry with the launch of a temporary boutique in Paris. Located at 16, rue Saint-Roch in the 1st arrondissement, the boutique will be open to fashion enthusiasts from March 4 to May 30. This milestone provides an opportunity for Rabih Kayrouz to reflect on his journey and the transformation of his brand over the years.

In recent times, Maison Rabih Kayrouz has witnessed significant changes. In 2016, Rabih Kayrouz opened up his company’s capital to the Azur Fund investment fund, followed by the addition of Lebanese financier Fawzi Kyriakos-Saad as an investor in 2017. Despite these changes in ownership, Rabih Kayrouz remains the primary shareholder in his company.

A notable shift in Rabih Kayrouz’s strategy has been the brand’s focus on direct sales, veering away from the conventional multi-brand distribution network. This shift was influenced by Rabih’s personal experiences in 2020, including the impact of the Covid-19 pandemic and the devastating explosion in Beirut, which almost took his life. These events prompted him to reevaluate his business approach and prioritize direct sales.

Prior to the pandemic, Maison Rabih Kayrouz had collaborated with 55 multi-brand retailers globally. However, the brand has now made a conscious decision to significantly reduce this number, retaining only fifteen carefully selected retailers. These exclusive partners are viewed as an extension of the brand’s own shops and include renowned establishments such as Dover Street Market in London and Ikram in Chicago.

Rabih Kayrouz highlights the importance of a retail strategy that remains on a human scale. The brand aims to establish a stronger connection with its customers and express its distinctive universe through its own shops. With boutiques already present in London, Beirut, and Paris, the brand is actively seeking opportunities to expand its global presence and transform the temporary boutique on rue Saint-Roch into a permanent space.

While the major markets for Maison Rabih Kayrouz are the United States and France, significant importance is also placed on London and Beirut. The brand offers a diverse range of collections, including ready-to-wear clothing, bridal wear, couture orders, and special orders. The focus remains on delivering impeccable craftsmanship and high-quality materials. Additionally, the brand has ventured into creating in-house made jewelry-sculptures, further enhancing its offerings.

Rabih Kayrouz firmly believes that fashion should transcend trends and embrace timeless style. He emphasizes the significance of staying true to one’s passion and maintaining the integrity of fabric and craftsmanship. For him, a garment that stands the test of time holds immeasurable value. Additionally, he strongly advocates for respecting the world around us and assuming social, political, and environmental responsibilities.

Rabih Kayrouz has observed a shift in consumer behavior towards a preference for quality over quantity. People are starting to appreciate the value of investing in luxury pieces that endure. To cater to different markets, the brand offers diverse price points ranging from €1,000 for day dresses, €2,000 for coats and jackets, to €3,500 for evening dresses.

In terms of the brand’s presence in the fashion industry, Rabih Kayrouz has chosen not to participate in Couture Week. He believes that his brand has attained a level of established prominence that can be effectively communicated through alternative means. Moreover, he perceives fashion shows evolving into spectacles that do not align with his brand’s individual approach.

As Maison Rabih Kayrouz commemorates its twenty-five years of existence, the brand remains committed to evolving and upholding its human-scale approach to retail. With a steadfast focus on direct sales, an unwavering commitment to quality and sustainability, Rabih Kayrouz aims to maintain the distinctiveness of his brand while continuously adapting to the ever-changing fashion landscape.

Useful Links:
1. Maison Rabih Kayrouz Official Website
2. Vogue Fashion Shows: Maison Rabih Kayrouz