Casual clothing boost for Sosandar: Sales soar during lockdown at women’s fashion brand
Sales at women’s fashion brand Sosandar soared during lockdown despite the closure of offices and the cancellation of events.
The four-year-old firm sells dresses aimed at the over-30s online for between £50 and £80 and counts Amanda Holden (pictured) among its celebrity fans.
It said revenues rose 54 per cent between April and June, compared to the same period last year, despite cutting marketing close to zero.
Women’s fashion brand Sosandar sells dresses aimed at the over-30s online for between £50 and £80 and counts Amanda Holden (pictured) among its celebrity fans
It has shifted to more casual clothes as people work from home and parties, conferences and weddings are cancelled.
It cut executive pay and furloughed 60 per cent of staff, helping to cut its costs by three-quarters.
Chief executive Julie Lavington said: ‘People are not going to the office or to weddings… we’ve successfully changed the feel of the brand to be much more casual.’
It has signed a deal to stock its clothes on John Lewis and Next’s websites. Sales more than doubled in the year to March 31 to £9million.
But losses increased 120 per cent to £7.8million. Its shares fell 5.5 per cent, or 1p, to 17.25p, which values the business at £35million.