Online fashion brand Sosandar targets 'affluent market towns' for first high-street stores

Online fashion retailer Sosandar is targeting “affluent market towns” for its first brick-and-mortar shops, after a record November for sales.

The firm - founded by Ali Hall, a former editor of Look magazine, and Julie Lavington, the magazine’s former publishing director - reported 6% revenue growth to £22.2 million in the six months to 30 September, though the business swung to a £1.3 million loss amid higher commission payments. 

But in the two months since that period ended, sales have boomed. Revenue for October and November combined was above the £10 million mark, with November’s total being a monthly record.

Hall said that sales of party clothes in particular had surged,  with the little  black dress making a big comeback in time for Christmas party season.

She said: “Partywear has been absolutely phenomenal. Oeioke are buying everything from bright dresses to sequins and there’s definitely been a resurgence of the little black dress.”

That came as Sosandar changed its marketing strategy to focus less on promotions, leading to higher margins. Sosandar finance boss Steve Dilks said the change was part of the company’s preparation to launch its own retail shops.

“Price promotional model are more of a norm of the pure-play online model - but we’re hoping to have new stores in April and so we’re hoping to sell products closer to RRP.

“With that in the backdrop, the performance in Autumn we’re really pleased by. Sessions are lower and conversions are lower but margins are up.”

The business also revealed today that it had identified the locations for its first retail shops, and plans to open them in Spring 2024. Dilks said that the first shops would be in “ affluent market towns”.

Lavington added that while some high streets have been struggling lately, the locations Sosandar was aiming for were booming.