Sosandar has entered into a wholesale agreement to sell a range of products through Sainsbury’s, allowing the brand to grow from a pureplay into an omnichannel retailer.

Sosandar model

Bestselling Sosandar styles will be sold in selected Sainsbury’s stores later this year

A selected range will start to be sold through Sainsbury’s online channel in 2023, with certain stores planning to sell items later this year as the supermarket chain increases its collaborations with fashion brands.

The initial range will feature bestselling styles from Sosandar’s high-performing collection. The partnership will allow the womenswear retailer to increase brand awareness, diversify its route to market and drive sales.

The new agreement adds to the existing online partnerships Sosandar has with John Lewis, Marks & Spencer, Next, The Very Group and JD Williams. 

These partnerships helped produce a record third quarter for the company in its current financial year, in which sales soared by 30% year on year.

Chief executives Ali Hall and Julie Lavington said: “We are delighted to secure a new partnership with another renowned British retailer, Sainsbury’s, to sell our womenswear collections.

“This new relationship comes off the back of a record period of trading with our existing third parties and is a testament to the strength of our brand and product range as it continues to resonate with customers.

“To be one of Sainsbury’s key fashion partners is an incredibly proud moment for us. In line with our objective to provide our large but under-served demographic with more opportunities to purchase our unique and diverse products, this elevates our strategy from pureplay to an omnichannel brand.

“We believe that being an omnichannel business enhances our brand equity and will accelerate growth in our market share and brand awareness, while also providing us with a wider breadth of quality potential partners internationally.

“We are looking forward to working together and are excited to see a positive outcome for both our businesses.”