Sosandar interim sales jump despite ‘challenging’ environment

The fashion etailer posted a 52% jump in sales in the six months to September 30 to £4.3m, driven by demand of full-price items during the summer months.

Sosandar’s sales in August rose 7% compared with July, “driven by a high proportion of repeat orders with strong demand for full-price high summer products”, while sales in September rose 54% month on month and were up 36% year on year.

Despite Sosandar cutting back marketing costs by 49%  to focus “on cash preservation and trading its database of repeat orders and prospects” during the period, new customer numbers rose 26% year on year. The fashion etailer’s number of repeat orders also increased 88% year on year.

Sosandar said its first-half performance has resulted in a “substantial improvement in EBITDA loss” and that its autumn range is resonating well with customers.

Co-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.”