Sosandar, a prominent womenswear brand, has inaugurated its first-ever physical store on Chelmsford’s Bond Street, marking a significant milestone in its expansion strategy.
- The 1,700 sq ft store showcases Sosandar’s autumn collection, featuring a designated denim area, and is designed to merge the online shopping experience with the in-store ambiance.
- Chelmsford represents one of the brand’s targeted tier-one locations, with plans to expand to Marlow and Metrocentre in the coming months.
- Key strategic elements of the store include the absence of mannequins, utilisation of video imagery, and a neutral colour palette to enhance the presentation of colourful clothing.
- Market research indicates strong consumer interest in physical stores, with surveys showing 97% of customers likely to spend more when visiting a store.
Strategically located on Bond Street, Chelmsford, Sosandar’s new store spans 1,700 square feet and is a tangible representation of the brand’s move from a successful online presence to a physical retail space. The store prominently features the autumn collection across all apparel categories, focusing on integrating their established online visuals into the brick-and-mortar setting.
Co-CEO Ali Hall, discussing the store’s innovative design, noted the decision to forego traditional mannequins in favour of dynamic video screens. This approach aims to enhance the customer experience by showcasing products with moving images, thereby bridging the gap between online imagery and physical presentation. Each hanger is accompanied by a ribbon featuring product images, resonating with the online shopping experience.
Denim, which accounts for 13% of Sosandar’s sales, is highlighted with a dedicated denim lounge located at the rear of the store. The store design incorporates a neutral palette to ensure the vibrant clothing stands out, with black, taupe, and grey creating a sophisticated backdrop.
The choice of Chelmsford, a tier-one location characterised by high footfall and affluence, aligns with Sosandar’s strategy to open in premium locations. The presence of adjacent stores like Mint Velvet complements the demographic and enhances the store’s position.
Survey results reveal that a significant 97% of Sosandar’s customers express a preference for physical shopping opportunities, indicating a promising outlook for the store’s performance. CFO Steve Dilks highlighted the brand’s capability to open up to ten stores annually, provided suitable locations are available, underscoring a disciplined and strategic approach to expansion.
The unveiling of Sosandar’s debut store in Chelmsford signifies a pivotal step in the brand’s expansion and adaptation to consumer preferences for physical retail experiences.
