In May 1931, Madeleine Dior died. A few months later, the fall-out from the Wall Street Crash of 1929 was felt in France and the businessman's shares lost their value. He then found himself unable to pay back the loan that he had taken out as part of the real estate operations intended to ensure his fortune and that of his sons. Maurice Dior was ruined and forced to liquidate his assets. The family firm was sold, and was later renamed SOFO, then SOFERTI.