Business Model

Our strategy

Our strategy is central to the ongoing success and scale of our business and is spread over four pillars: product, marketing, sales channels, and supply chain

1. Expanding our unique product range

Our proven design, buying and merchandising capabilities make up the foundations of our product strategy. We maximise the frequency of best-sellers and ensure our customers receive new styles in line with the latest trends. All our products are sold at a mid-price point and are increasingly designed with sustainable materials – offering our customers on-trend, affordable, long lasting, lifestyle appropriate clothes with high fashion credibility.

2. Constant refinement of our data-driven marketing strategy

Since inception we have been constantly refining our marketing strategy based on data driven learnings. We use aspirational product imagery and content to connect and engage with our customers, building brand awareness through our own e-commerce site, our shop windows, and a variety of channels, including email marketing, TV, glossy brochures, social media, PR and digital. All of these materials are created by our in-house creative team who have a fantastic grasp on how women are feeling at that specific moment.

3. Driving sales through multiple channels

We believe that being a multi-channel retailer, with our products being sold on our own site, our mobile app, through our own stores, and via highly reputable third-party partners, is key to taking the Sosandar brand to more and more women across the globe.

Sosandar.com and our app is the anchor of our offering. Through this channel, our customers get the whole Sosandar lifestyle experience and can access the full extent of our diverse product range. The site is continually updated with new products and content, and we are constantly working and investing to ensure we maintain a seamless customer experience through this channel.

With over 60% of the +£60bn p.a. clothing market in the UK being transacted in physical stores, stores are a vital part of extending the reach of the Sosandar brand. We believe that having our own stores will deliver multiple benefits both to our total addressable market, profitability, and to the brand as a whole; bring increased brand awareness; drive higher margins, both at the gross and operating level; result in more efficient marketing; and deliver overall lower returns rates.

Sosandar has well-established third party partnerships with a number of retailers in the UK and internationally. Sosandar is one of the top selling brands across all third-party partners including Next and Marks & Spencer. Third party partnerships, both domestically and internationally, remain a key facet of our higher margin multi-channel model and we believe this channel will play an important role in growing and strengthening our loyal customer base.