Fashion brand loved by ITV stars like Holly Willoughby to open 50 new stores

British fashion sensation Sosandar is set to inject new life into the nation’s high streets with plans to open 50 brick-and-mortar stores. The brand, which has become a buzzword in British fashion, particularly among women over 30, is eyeing selected luxury cities and town centers for its expansion from online to on-ground retail presence.

Sosandar has amassed a loyal following, partly due to the fact that its designs have been worn by celebrity style icons such as Fearne Cotton and Holly Willoughby. In September, the label will unveil its first two stores – one located on bustling Bond Street in Chelmsford, Essex, and the other on the charming High Street in Marlow, Buckinghamshire.

Launched in 2016 by magazine veterans Alison Hall and Julie Lavington, Sosandar was born out of frustration with high street offerings for women who wanted clothing that was sexy, feminine and chic at the same time. The founders shared their vision, saying, “We launched Sosandar after hearing the same complaints from women over and over again. Women like us, who wanted fashion to make them feel sexy, feminine and chic at the same time.”

Setting itself apart from giants like Primark and major online players, Sosandar boasts an exclusive in-house design studio focused on limited edition collections. Crucially, the brand has expanded its reach and revenue streams through strategic collaborations with retail giants including Next, Marks & Spencer and Sainsbury’s.

Julie Lavington, co-chief executive of Sosandar, revealed the brand’s ambitious expansion plans, with around 50 new store openings on the books over the next three to five years. “We’re targeting about 50 total.”

The trend towards online fashion shopping is on the decline. Industry giants Asos and Boohoo have felt the post-pandemic boom, while mainstays Next and Marks & Spencer are enjoying a revival as customers return to brick-and-mortar stores. These planned store launches are intended to inject vitality into the UK’s high street, which has seen a number of retail casualties including The Body Shop, Wilko and Paperchase. Further blows are anticipated as Carpetright prepares to bring in administrators.

Ali Hall, 49, co-founder of Sosandar, explained the move to brick-and-mortar retail by pointing out that around 60% of British fashion purchases are now made in-store. “Now it makes sense for us not to just play in the 40 percent that’s online,” Hall commented in an interview with The Times.

Lavington also shared insights into customer preferences, saying that when the company asked its customers about opening brick-and-mortar stores, “virtually 100 percent of them want us to do it because they like being able to do both.” Sosandar enjoyed a 9 per cent rise in revenue to £46.3m for the year to March, supported by strong sales of party wear, dresses, tailoring and knitwear.

After a difficult first half of the year with a loss of £1.3m, Sosandar returned to profitability in the second half, reporting earnings of £1m. Despite this recovery, shares in Sosandar, which hit a high of 34p in August 2021, ended last week at just over 10p.