Saint and Sofia plans ambitious retail expansion across London.
- The company opened its first physical store this month in Covent Garden.
- Ten new stores are expected to be launched by 2027.
- Initial store locations include high-traffic areas in London.
- Founders eye wholesale opportunities and B Corp certification.
London-based fashion brand Saint and Sofia is significantly expanding its retail presence, with plans to establish ten new stores by mid-2027. The move follows the successful opening of their first physical location in Covent Garden earlier this November, marking a pivotal step from digital to physical retail channels.
Founded in January 2020 by Malcolm and Dessislava Bell, who also founded Zaggora, Saint and Sofia has quickly grown in prominence. With a workforce exceeding 70 employees at its London HQ and a robust customer base of 500,000 globally, the brand is leveraging its existing popularity to bolster its physical footprint.
The first retail store, situated on Monmouth Street, encompasses 1,400 square feet and features 800 products ranging from outerwear to footwear. It reflects the brand’s commitment to offering a comprehensive in-person shopping experience. The choice of location considers the geographical concentration of existing customers, especially in areas like Marylebone and Chelsea’s King’s Road.
Malcolm Bell expressed confidence in their product’s appeal, stating, “We are confident in what we have to offer, we don’t need to test locations.” This strategic decision underscores the importance of targeting areas with high customer density and potential.
Further emphasizing their forward-thinking strategy, Saint and Sofia seeks to venture into wholesale next year and aims to achieve B Corp certification, reflecting a commitment to sustainable and ethical business practices.
Saint and Sofia’s strategic expansion underlines their confidence and adaptability in the evolving retail landscape.
