Purely Byron is for sale, but Pataky’s role in brand’s future unclear

The administrators appointed to Purely Byron, the skincare brand co-founded by model and actor Elsa Pataky and backed by her husband, Hollywood star Chris Hemsworth, have started looking for buyers to take over the collapsed company.

“The business operations of Purely Byron are currently suspended while the administrators offer the business and assets of Purely Byron for sale,” Justin Holzman and Cameron Gray said in an email to this masthead on Wednesday morning. The pair was appointed administrators of Purely Byron on Friday after the company collapsed less than a year after its first product launch.

“Any party interested in the sale of Purely Byron’s business or its assets should contact the administrators directly,” they added.

Products from Purely Byron, the skincare brand co-founded by model and actor Elsa Pataky, are no longer available for purchase online.
Products from Purely Byron, the skincare brand co-founded by model and actor Elsa Pataky, are no longer available for purchase online.

A key issue will be Pataky’s future involvement with the brand, with her 5.4 million Instagram followers a potentially crucial component to promote its products.

The administrators wouldn’t provide details on her role going forward, saying only that “Elsa Pataky has never been appointed as a director of Purely Byron, and any arrangements Elsa Pataky has with Purely Byron are strictly confidential”.

The announcement clears concerns that Purely Byron might not be for sale as an ongoing business.

Its website remains live, but none of the skincare products are currently available to buy, with the words “coming soon” appearing in place of “add to cart”.

Actors Elsa Pataky and Chris Hemsworth have become Byron Bay’s most prominent locals.
Actors Elsa Pataky and Chris Hemsworth have become Byron Bay’s most prominent locals.Credit:Getty

The administrators said a report to creditors will be issued in four weeks, with details of the group’s stricken financial position and why it led to their appointment.

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Signs of trouble emerged last month when embattled beauty group BWX, which owns 47 per cent of Purely Byron, wrote down the value of its stake by $2.8 million for the December half year.

More to come

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Source: Thanks smh.com