Sosandar, a prominent name in womenswear, has taken its first steps into physical retail. By opening its inaugural store in Chelmsford, the brand aims to transform its retail approach.
This venture marks a significant milestone in Sosandar’s evolution, blending its successful online model with a tangible shopping experience to enhance customer engagement.
Sosandar’s Strategic Launch into Physical Retail
On the 23rd of August, Sosandar, a renowned womenswear brand, inaugurated its debut store at 88 Bond Street, Chelmsford. This momentous occasion marks the brand’s transition from a digital-only platform to a multi-dimensional retail experience. The newly opened store spans 1,700 square feet and showcases the brand’s autumn collection, incorporating a variety of categories including an exclusive denim section.
This strategic move is not isolated. The brand has further plans to expand into Marlow high street by September and the Metrocentre by October, with additional sites under consideration. By setting an ambitious target of 50 stores within five years, Sosandar is cementing its commitment towards bricks-and-mortar retailing.
Innovative In-Store Design and Customer Experience
According to co-CEO Ali Hall, Sosandar’s physical store is designed to bridge the online and offline shopping experiences seamlessly. A significant feature is the absence of mannequins, replaced with a dynamic video screen in the shop window that displays moving images, aiming to engage customers through visual storytelling.
Furthermore, each product is complemented with a ribbon showcasing an image of the item as it appears online. This unique approach ensures that customers have a coherent understanding of the product, enhancing their overall shopping experience.
The Denim Lounge: A Highlight of Sosandar Store
Denim holds a pivotal position in Sosandar’s collection, contributing to 13% of their total sales.
Located at the rear of the store, the denim lounge is a dedicated space intended to affirm Sosandar’s position as a destination for quality denim clothing. The store’s interior is adorned with a neutral colour palette, featuring shades of black, taupe, and grey, ensuring that the vibrant Sosandar clothing remains the focal point.
The founders, Julie Lavington and Ali Hall, envisioned a store that translates the brand’s online aesthetics into a tangible shopping environment, where the ambience reflects their unique fashion philosophy.
Targeting Prime Retail Locations
Sosandar’s choice of store locations reflects a strategic focus on affluent towns with significant footfall, as explained by Ali Hall. Both Chelmsford and Marlow are classified as tier-one locations, ideal for the brand’s expansion strategy.
While exploring a mix of market towns, city centres, and shopping centres, the brand emphasises the importance of location quality over rapid expansion. This ensures that each store is positioned to maximise customer engagement and sales potential.
Consumer Insights and Expectations
Findings from a recent survey revealed that 97% of Sosandar’s customers expressed a propensity to increase their expenditure with the brand if physical stores were available.
This strong consumer preference highlights the importance of physical stores in establishing a deeper connection with the customer, allowing potential buyers to interact with the brand’s offerings firsthand.
For those yet unfamiliar with Sosandar, these stores serve as gateways, providing an opportunity to experience the products and ultimately, increase their likelihood of continued brand engagement.
The Future of Sosandar’s Retail Strategy
Co-CEO Ali Hall acknowledges the pivotal role of physical stores in elevating the brand’s status and expanding its customer base. By establishing a physical presence, Sosandar aims to enhance brand loyalty while capturing a wider audience.
CFO Steve Dilks highlighted their capacity to open up to ten stores annually, yet emphasised that the brand will remain selective, ensuring that each new location supports its overall strategic vision.
The brand’s methodical approach signifies careful selection and adaptation to potential market dynamics, as Sosandar continues its shift from e-commerce to physical retail.
Conclusion: Sosandar’s Bold Retail Venture
Sosandar’s foray into physical retailing demonstrates a clear vision of growth and brand reinforcement.
Their commitment to creating stores that offer a unique shopping experience is evident in their meticulous planning and execution, underscoring the brand’s adaptability and foresight.
Sosandar’s entry into physical retail is a strategic move aimed at broadening its customer base.
Through innovative store designs and strategic location choices, the brand is poised to strengthen its market presence.
