Sales surge at Sosandar due to product range expansion and strong customer acquisition

Online womenswear brand, Sosandar has reported a surge in sales in its interim trading update for the six months to 30 September, due to product range expansion and strong customer acquisition.

Sosandar saw revenues rise following the initial Coronavirus lockdown and has reported a 52% increase in turnover of £4.3m for the period, combined with a substantial improvement in the EBITDA loss.

The sales momentum seen in the first quarter and July continued in August and September. Revenue increased by 7% between July to August and 54% from August to September.

The brand also reported record trading on two days in September, including record monthly sign ups to the customer database.

In August, Sosandar launched online at both John Lewis and Next, where trading has been very promising, with the initial ranges already expanded.

Net cash remains level at £4.30m, compared with £4.34m in July.

Following its success in September, the company plans to continue with carefully controlled customer acquisition in October and November to drive further growth in its database whilst also focusing on efficiencies and preserving cash.

After significant investment in fiscal year 2020 to expand its product range, the Autumn range has been popular with customers and the company says it is benefiting from the first full peak trading season of knitwear, denim, loungewear and casual outerwear, with many sell out styles in these categories.

Sosandar added that leather and faux leather have also been trading well as separates – tops, trousers and leggings.

Founders and joint chief executives, Ali Hall and Julie Lavington, said: “We are delighted to have continued to demonstrate the strength of the Sosandar brand and agility of our model, growing our sales, product range and customer base during such a challenging trading environment."

“Our customer database, and their loyalty, is the backbone of our performance."

“The feedback from our customers throughout lockdown has been fantastic and it is clear that they love wearing Sosandar clothes, whatever the circumstances.

“Following the successful re-introduction of TV advertising and brochure activity in September, we will continue cautiously investing in marketing to underpin customer database growth throughout October and November.

“Notwithstanding the continued uncertainty, we continue to believe that we can take significant market share within our demographic, particularly as the lockdown period escalated growth in online retail. We remain confident in what the future holds for Sosandar.”