Seasonal sales exceed expectations at Sosandar

Sosandar, the newly listed online fashion brand, has reported strong sales over December and January with net revenues exceeding management expectations.

The business, founded by two fashion publishing executives in September 2016, was floated on AIM last November in a reverse takeover manoeuvre by cash shell Orogen.

As a result of the float Sosandar has been able to accelerate its marketing activities and says its strong performance was driven by new customer acquisition and increased repeat purchases. Basket size, conversion rate and traffic to the website were all reported to be ahead of target.

The business highlighted its customer promotional brochures showcasing, partywear, dresses, knitwear, outerwear, luxury leather and footwear categories, as drivers of new customer acquisition and repeat purchases during the festive period.

Sosandar customer brochures aided customer acquistion and repeat orders

“During the busiest and most fiercely competitive online trading period of the year, we are delighted with our Christmas and New Year sales results. We achieved multiple sell-outs of a number of products, highlighting huge demand from both existing and newly acquired customers," said joint CEOs Ali Hall and Julie Lavington.

"Demand was so high that we have generated large waiting lists that we have fulfilled with repeat orders. Strong results from marketing activity, especially brochures, has given us the confidence to increase investment in this area, ahead of plan, to sustain and accelerate growth in trading results," added the pair, who were previously editor and publishing director of Look magazine.

Sosandar is positioned as an online destination for fashion-conscious women who have outgrown fast-fashion brands such as ASOS. Since its launch is has secured a strong celebrity following among, typically, 30-something and 40-something women, such as Holly Willoughy and Denise van Outen.