Saint and Sofia, a premium womenswear brand, is set for major growth in the retail sector.
- Following the success of its first physical store in Covent Garden, the brand plans to open 10 more stores by mid-2027.
- The expansion targets key London areas based on current customer demographics, with a focus on ‘neighbourhood boutiques’.
- The company intends to explore wholesale opportunities and achieve B Corp certification in the near future.
- Saint and Sofia is confident in its vision, supported by a strong customer base and strategic location choices.
Saint and Sofia, established by Malcolm and Dessislava Bell in January 2020, has rapidly positioned itself as a notable player in the premium womenswear market. The launch of its first physical retail space in Covent Garden signifies the brand’s commitment to expanding its presence beyond its digital storefront. The 1,400 square foot store, located on Monmouth Street, offers a comprehensive selection of 800 products, ranging from outerwear to accessories, indicating a robust inventory aimed at capturing diverse consumer interests.
The brand has set an ambitious target of opening 10 more stores in prominent London locations by mid-2027. Areas under consideration include Marylebone, Notting Hill, and Wimbledon, all strategically chosen based on the geographical concentration of Saint and Sofia’s existing clientele. This approach epitomises a calculated expansion strategy, not relying on experimental ventures but rather focusing on areas with a proven customer base, whose average age is 45.
Saint and Sofia’s journey is marked not only by retail expansion but also by its vision for future ventures. With plans to enter the wholesale market next year, the brand aims to broaden its distribution channels and solidify its market presence. Additionally, the pursuit of B Corp certification aligns with its commitment to sustainable and ethical business practices.
Malcolm Bell expressed confidence in the brand’s offerings and strategic decisions, stating, “We are confident in what we have to offer, we don’t need to test locations.” This assurance reflects the brand’s understanding of its market and its readiness to capitalise on existing demand through well-positioned retail outlets.
The growth of Saint and Sofia is supported by a substantial workforce of over 70 employees at its London Southbank headquarters and a global customer base of 500,000, which includes significant numbers in the UK and the US. The company’s operational infrastructure is bolstered by fulfilment centres across the UK, US, and Europe, ensuring efficient service delivery to its international clientele.
Saint and Sofia’s strategic expansion and operational growth underscore its commitment to establishing a robust footprint in the retail sector.
