Initially, the fire was attributed by the press to "hooded rioters" who had caused disturbances in central Athens as a reaction to the passing of the austerity memorandum.

The fire resulted in the total destruction of the building, leading to the eventual closure of the stores and the discontinuation of the Sakis Rouvas Collection in 2013.

[6] It further expanded the entrepreneurial image Rouvas had established for himself within the period of 2009–2010, having launched business ventures such as a restaurant, nightclub, beauty salon franchise, and film and television production company.

[9] Rouvas summarized: "I wanted to create an entire collection that would express my aesthetics, to answer to the [financial] needs of the current times, without making discounts in quality and to be loved by the consumers who will find a distinct perception of fashion that everyone can interpret according to their own style and persona.

[14] Rouvas discussed the label on the premiere of Vrady Me Ton Petro Kostopoulo on 6 October, where he joked that the reason why he decided to create it was because "he had no more clothing as he is constantly ripping his at concerts".

[16] Madata praised Rouvas' marketing innovation saying that he "demonstrated again that he is the one and only superstar in the country and a role model for many young people" as well as adding that "[f]urthermore, he has nothing to be envious of foreign stars who put their signatures on perfumes, clothing, accessories, and anything else you can imagine".