Sandro is a French premium luxury womenswear label which is part of SMCP Group. Sandro was founded in 1984 by Evelyne and Ylan Chetrite as a wholesale brand. It opened its first retail store in Paris in 2004. Sister brand Maje was founded by Judith Milgrom, again as a wholesale brand, in 1998 and made its move into retail in Paris in 2003. In 2009 Sandro and Maje acquired Claudie Pierlot, which had been established by the French designer of the same name in 1984, and the SMCP Group was formally established in 2010.
Recently Sandro has announced a partnership with global online fashion platform Farfetch, which it said would help advance its digital expansion, position it as a high-end luxury brand and enhance its worldwide visibility and awareness.
Part of the SMCP (Sandro Maje Claudie Pierlot) Group, Sandro is already sold via its store network and e-commerce site in 190 countries around the world. It said the partnership was attractive as it would expose the brand to Farfetch’s 13m global clients, and through Farfetch’s partnership with JD.com, advance its interests in China.
“We are delighted with this new partnership with one of the world’s digital leaders. We are convinced our presence on the Farfetch platform will contribute to Sandro’s global digital expansion by positioning it has a high-end luxury brand, enhancing its worldwide visibility and awareness,” said Sandro general director Isabelle Allouch.
In April 2019, Sandro announced Isabelle Allouch from premium womenswear brand Claudie Pierlot as CEO.