Sandro plans to expand in key GCC markets

French ready-to-wear brand Sandro is eyeing its brick-and-mortar expansion in Saudi Arabia, Kuwait and Qatar.

This news follows the opening of its relocated flagship store in The Dubai Mall and the launch of the brand’s official website Sandro.ae in August. 

For Sandro in the Middle East, this year has been marked “by growth and development through multiple channels”, said Sandro CEO, Isabelle Allouch, to ImagesRetailME.

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“From a global point of view, we have worked on the desirability of the brand. This includes in-depth work on the desirability of the collections and a better adaptation to our key markets where our items are sold. The route we are taking involves amplifying the brand, expressing our uniqueness and creating a new customer journey.”

“Our implementation of this was through developing our customer experience in brick and mortar with the deployment of new concepts and the opening of flagship stores (Champs Elysée’s flagship store which opened in September). In addition, we are currently redesigning our website that will offer a more innovative and immersive experience.”

Benefits of hybrid strategy 

Via Sandro.ae, customers can shop the same range that they have access to through stores while enjoying the delivery or pick up from store options.

“Our store and online teams work together to ensure that customers are always aware that they can shop both online or in stores for a fully immersive and comfortable shopping experience,” said Allouch.

“Take the example of our flagship store at The Dubai Mall that was communicated to customers in a unique way. This included e-mail campaigns, online messaging as well as in-store events, where the website was promoted, and customers could shop online using an iPad. We’re working towards ensuring that all our online products have video content to give customers a real sense of the product and how it looks on models. In addition, we’ll share information on our sustainable efforts in creating products that will be easily accessible on the website.”

Ms Allouch also said that the brand’s hybrid strategy would serve to enhance customer experience which is less polished through smaller stores. 

“Sandro is a dual-gender brand. To express this, we want to offer generous space for physical expression in our collections. Therefore, we have streamlined our distribution to offer places of experience that honour art and have a strong CSR dimension too.”

 “In 2023 we will target further brick and mortar expansion in Saudi Arabia, Kuwait and Qatar while rolling out shipping in all the GCC countries through Sandro.ae. We are committed to ensuring the presence of Sandro in all top malls in the Middle East fully aligned with the brand’s pillars of growth globally.” 

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Sustainability ethos

Established in 1984, Sandro has been devoted to the principles of circular fashion, recently launching the new Sandro Second Main service.

“This circular approach is a new key step in the responsible commitments made by Sandro initiated several years ago by Evelyne and Ilan Chetrite. These actions are part of a 360° approach to eco-responsibility in fashion. From the purchase of raw materials to the manufacturing process, from transport to distribution, Sandro is committed at every stage of the product’s life. Environmental and societal considerations are at the heart of Sandro’s foundations and their reinforcement is a strategic pillar in the development of the Parisian brand for the coming years,” said Ms Allouch.

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