Sainsbury's partnership with Sosandar aims to "increase brand awareness"

Supermarket chain Sainsbury's has agreed a deal to stock womenswear brand Sosandar across its online platform and a select number of retail locations.

Through this wholesale agreement, a selected range will begin to be sold through Sainsbury's during 2023, initially online only with selected stores planned later in 2023. The initial product range will include best-selling styles from Sosandar's high performing collection and accessories.

The partnership, which includes the company's first in-store presence, will help further diversify Sosandar's route to market and increase brand awareness across its target demographic, whilst driving growth sales and profit.

Sainsbury's confirmed it will continue to increase its collaborations with fashion brands across the year "in order to provide new and existing customers with a broader selection of products".

The agreement with Sainsbury's adds to existing online partnerships that Sosandar has with John Lewis, Marks & Spencer, NEXT, The Very Group and JD Williams.

Sales to date from these partnerships have been extremely strong, with a record quarter delivered through third parties in Q3 FY23. Across the period, all product categories experienced growth, with knitwear, formal tailoring, coats and partywear performing "exceptionally well".

Ali Hall and Julie Lavington, Co-CEO's at Sosandar, commented: "This new relationship comes off the back off a record period of trading with our existing third parties and is testament to the strength of our brand and product range as it continues to resonate with customers.

"To be one of Sainsbury's key fashion partners is an incredibly proud moment for us. In line with our objective to provide our large but underserved demographic with more opportunities to purchase our unique and diverse products, this elevates our strategy from pureplay to an omnichannel brand. We believe that being an omnichannel business enhances our brand equity, will accelerate growth in our market share and brand awareness, whilst also providing us with a wider breadth of quality potential partners internationally.

"We are looking forward to working together and are excited to see a positive outcome for both our businesses."