Chris Hemsworth-backed Purely Byron is up for sale, but Elsa Pataky’s role in the brand’s future is unclear
Administrators at Purely Byron, the skincare brand co-founded by model and actress Elsa Pataky and backed by her husband, Hollywood star Chris Hemsworth, have begun scouting for buyers to take over the collapsed company.
“Purely Byron’s business operations are currently on hold while the administrators list Purely Byron’s business and assets for sale,” Justin Holzman and Cameron Gray said in an email to this legal notice on Wednesday morning. The pair were appointed administrators of Purely Byron on Friday after the company collapsed less than a year after its initial product launch.
“Any party interested in selling 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 actress Elsa Pataky, are no longer available online.
A key topic will be Pataky’s future commitment to the brand, with her 5.4 million Instagram followers a potentially crucial component in promoting her products.
Administrators declined to reveal details about her future role, saying only that “Elsa Pataky has never been appointed director of Purely Byron and any agreements Elsa Pataky has with Purely Byron are strictly confidential.”
The announcement allays concerns that Purely Byron may not be for sale as an ongoing business.
The site remains online, but none of the skincare products are currently available for purchase, with the words “coming soon” appearing instead of “add to cart.”
Actors Elsa Pataky and Chris Hemsworth have become some of Byron Bay’s most prominent locals.Credit:Getty
Administrators said a report will be issued to creditors in four weeks detailing the group’s struggling financial condition and why it led to her appointment.
https://www.smh.com.au/business/companies/purely-byron-is-for-sale-but-pataky-s-role-in-brand-s-future-unclear-20230315-p5cs93.html?ref=rss&utm_medium=rss&utm_source=rss_business Chris Hemsworth-backed Purely Byron is up for sale, but Elsa Pataky’s role in the brand’s future is unclear
