Hybrid growth is the way ahead for French brand Sandro

Earlier this year (in July to be specific) French brand Sandro announced the opening of its relocated flagship store in The Dubai Mall. With hybrid retailing being the order of the day, along with its flagship store the brand also launched its website Sandro.ae in August. In addition, the brand is also eyeing brick and mortar expansion in the Kingdom of Saudi Arabia (KSA), Kuwait and Qatar.

For Sandro Middle East “2022 has been a significant year of growth and development through multiple channels,” shared Sandro CEO Isabelle Allouch.

Elaborating on the brand’s hybrid initiatives Allouch said, “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.”

Hybrid is the way ahead

To begin with Sandro.ae allows customers to shop the same range that they have access to in stores, but with the option to either have items delivered at home or pick up from store. “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,” Allouch explained.

“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 the products that will be easily accessible on the website.”

Importantly, Allouch confirmed that the brand’s hybrid strategy is to enrich customer experience as opposed to operating smaller stores. “Sandro is a dual gender brand. To express this, we want to offer generous space of physical expression to our collections. Therefore, we have streamlined our distribution to offer places of experience that honour art and have a strong CSR dimension too.”

In line with this strategy Sandro is planning to expand its brick and mortar as well as online presence in the Middle East. “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 ensure the presence of Sandro in all top malls in the Middle East fully aligned with the brand’s pillars of growth globally,” Allouch shared.

Sustainability and Sandro ‘Secondhand’

Since 1984 Sandro’s design teams have been creating ready-to-wear garments and accessories that combine elegance and casualness while expressing a certain idea of the Parisian allure. The teams make creations with a concern for modernity and quality, but also durability. Each piece is designed not only to capture trends but is designed and manufactured to last in the long run.

Driven by the personal convictions of Evelyne and Ilan Chetrite (brand Founders and Artistic Directors) Sandro wanted to reaffirm its efforts to contribute to the transition towards becoming more responsible and sustainable. The brand is convinced that the durability of its collections goes beyond the season for which they are made.

With an aim to promote the principles of circular fashion Sandro has embarked on a new chapter responding to the concerns of today by 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 are a strategic pillar in the development of the Parisian brand for the coming years,” Allouch stated.

Rupkatha B