Womenswear brand Sosandar has launched its first store, marking a significant shift from online to brick-and-mortar retail. Located on Bond Street, Chelmsford, the store opened on August 23, showcasing a strategic move in Sosandar’s expansion plan.
- The Chelmsford store features Sosandar’s autumn collection, including a dedicated denim section, with plans for additional locations in Marlow and Metrocentre.
- Sosandar prioritizes affluent, high footfall areas, potentially expanding to 50 locations in five years, aiming to integrate the online and physical shopping experiences.
- Customer engagement is central, with interactive elements like video screens replacing traditional mannequins, and product imagery aiding in outfit visualization.
- Co-CEOs Ali Hall and Steve Dilks emphasize the dual strategy of online presence and physical stores to enhance brand awareness and customer loyalty.
The newly opened 1,700 square foot store at 88 Bond Street in Chelmsford marks Sosandar’s foray into physical retail spaces. This strategic move showcases the brand’s autumn collection, spanning all categories and featuring a special focus on denim, which represents a substantial 13% of their sales. The store design eliminates mannequins, opting for dynamic elements like large video screens in the storefront and imagery links on each hanger, creating a seamless bridge from the brand’s successful online platform to a tangible shopping experience.
Following Chelmsford, Sosandar plans to expand its physical presence with upcoming store launches in Marlow and Metrocentre, aiming for a total of 50 locations within five years. This ambitious growth targets tier-one locations known for affluence and high pedestrian traffic, strategically aligning with Sosandar’s customer demographic and enhancing brand accessibility. CFO Steve Dilks notes their capacity to open ten stores annually, although this pace depends on securing prime locations without compromise.
Customer surveys reveal a strong preference for physical stores, with 97% of existing patrons indicating increased spending if given in-store shopping options. Ali Hall highlights the importance of physical stores in establishing stronger customer relationships, offering potential customers who are unfamiliar with Sosandar the opportunity to engage with the brand directly. This move is also anticipated to boost the frequency of purchases among existing customers, thus solidifying brand loyalty.
Sosandar’s innovative store design integrates interactive and engaging features to enhance the shopping experience. The absence of traditional mannequins in favor of video displays and interactive product imagery supports this modern approach. This strategy aims not only to attract footfall but also to convert it into sales, leveraging their online imagery strengths in a physical setting. This innovative retail approach is pivotal in reinforcing Sosandar’s market position as a forward-thinking and customer-focused brand.
Sosandar’s expansion into physical retail represents a forward-thinking blend of in-store innovation and strategic market positioning.
