Sosandar
Sosandar Plc is a UK-listed direct-to-consumer British women's fashion brand selling own-label apparel and accessories (dresses, denim, knitwear, footwear, swimwear, petite range) via its e-commerce site, physical stores, and a mobile app, with international delivery to Europe and the USA.
- Company typePublic
- Founded2015
- HeadquartersWilmslow, United Kingdom
- Headcount101–250
- GTM typeB2C
- OfferingDigital Commerce or Content
What Sosandar does
Sosandar Plc is a UK-headquartered, publicly listed (LSE: SOS) direct-to-consumer women's fashion brand founded in 2015 and operating from Wilmslow, Cheshire. The company sells an own-label range of women's apparel and accessories — dresses, denim, knitwear, jackets, trousers, jumpsuits, footwear, swimwear, holiday and occasionwear — across UK sizes 6–26, with a dedicated Petite Collection. Its primary customer is fashion-forward UK women seeking on-trend, day-to-night and occasion-ready British design, with secondary segments including petite-fit shoppers, occasionwear/holiday shoppers, and international customers in Europe and the USA. Customer support is delivered via call centre (0333 305 2866), live chat, and email.
The core technology stack is a Magento-based e-commerce storefront (sosandar.com) with integrated customer accounts, order tracking, and checkout supporting PayPal, Apple Pay, Google Pay, Stripe, Klarna, and Clearpay. Fulfilment leverages UK carriers Royal Mail and Evri plus Inpost lockers for returns, with a small physical store estate providing Click & Collect and in-store returns. The company has also launched a companion mobile app, a £7.95 12-month Unlimited Delivery Pass, and a circular-fashion resale scheme via a partnership with Worn By Us. Marketing combines VIP newsletter capture, direct-mail brochures, paid search, and paid social retargeting across Facebook, Pinterest, Google, and Bing.
Sosandar's business model is fundamentally transactional e-commerce apparel sales, monetised through unit-priced product purchases (sample price range ~£22.50–£192.50) with ancillary revenue from a small physical store estate, gift cards, and a low-priced subscription delivery pass. The company distributes exclusively via own-site D2C and its own stores, with no wholesale or marketplace channel disclosed. For FY2026 (year ended 31 March 2026), total revenue was £42.3m (+14% YoY) with own-site revenue up 24% YoY, gross margin of 63.9%, pre-tax profit of £400,000 (versus a £100,000 loss the prior year), and net cash of £8.4m. The company has signalled it will not open further new stores for the foreseeable future, instead focusing on profitability from existing locations, and shareholders approved a buyback of up to ~10% of issued shares in April 2026.
Sosandar firmographics
Firmographics- Name
- Sosandar
- Legal name
- Sosandar Plc
- Website
- https://sosandar.com
- Company type
- Public
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Sosandar Plc is a UK-listed direct-to-consumer British women's fashion brand selling own-label apparel and accessories (dresses, denim, knitwear, footwear, swimwear, petite range) via its e-commerce site, physical stores, and a mobile app, with international delivery to Europe and the USA.
- Ownership category
- akta.pro rank
Sosandar industry classification
Industry- Product category
- Women's Fashion E-commerce
- NAICS
- Clothing and Clothing Accessories Retailers (45811), Clothing and Clothing Accessories Retailers (4581), Shoe Retailers (45821)
- SIC
- Retail-Apparel & Accessory Stores (5600), Retail-Family Clothing Stores (5651), Retail-Women's Clothing Stores (5621)
- akta.pro primary industry
- Modest & Religious Apparel Retail (CRAAABAK)
- akta.pro secondary industries
- Petite & Plus-Size Specialty Department Stores (CRAGAGAF), Rental-to-Resale / Circular Fashion Platforms (CRAFAGAK)
Keywords
Where Sosandar is headquartered
LocationHeadquarters
- HQ city
- Wilmslow
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
Sosandar business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&, D, Infrastructure
Revenue model
- Own-site e-commerce apparel sales: Direct online sales of clothing, footwear, and accessories via sosandar.com. Own site revenue grew 24% year-on-year for the year ended 31 March 2026, contributing to total revenue of £42.3m.
- Physical store sales: Sales through Sosandar's own physical stores. The company stated it does not anticipate further new store openings for the foreseeable future and will focus on driving profitability from existing locations.
- 12-Month Unlimited Delivery Pass: Annual subscription pass at £7.95 that provides unlimited standard UK delivery across all customer orders for 12 months, with no minimum spend.
- Gift Card sales: Sosandar sells gift cards via its website as a separate product category.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | UK Standard Delivery (2-4 working days via Royal Mail or Evri) |
| Unit Pricing | Pay-as-you-go | UK Express Delivery (1-2 working days via Royal Mail) |
| Unit Pricing | Pay-as-you-go | UK Next Day Delivery (Mon-Fri, order before 8pm) |
| Other | Pay-as-you-go | Click & Collect to Sosandar Stores |
| Subscription | Annual | 12-Month Unlimited Delivery Pass |
| Unit Pricing | Pay-as-you-go | International Delivery - Europe (Standard/Express) |
| Unit Pricing | Pay-as-you-go | International Delivery - USA (Standard/Express) |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels7 records
Sosandar product offering
Product offeringCore offering
Sosandar designs and sells British women's fashion — including dresses, separates, knitwear, denim, footwear, accessories and swimwear — direct to consumers through its own e-commerce website (sosandar.com), a small UK physical store estate and a mobile app. The brand offers inclusive sizing (UK 6-26), a dedicated Petite Collection, plus supporting services such as a 12-month Unlimited Delivery Pass, gift cards and a Worn By Us resale scheme for circular fashion.
Product overview
Sosandar operates a single unified direct-to-consumer women's fashion brand rather than a multi-product platform. The offering is a branded e-commerce site (sosandar.com) supported by physical stores and a mobile app, organised into product categories — Clothing, Denim Shop, Footwear, Accessories, Swim & Beachwear, the Petite Collection and an Outlet — alongside service products that extend the core proposition: a 12-Month Unlimited Delivery Pass, the Sosandar Resale Scheme (delivered via the Worn By Us partnership), Gift Cards, and the VIP Newsletter & Birthday Club. The category pages and 'New In' edit together constitute the core merchandising surface, while the Delivery Pass, Resale Scheme and mobile app function as customer-experience modules layered onto the mainline women's fashion assortment.
Differentiator
Problem solved
Functional benefit
Products and services
- Sosandar Clothing Core apparel range offered to UK and international women consumers via the Sosandar e-commerce site and stores, including dresses, jackets, tops, trousers, jumpsuits, knitwear, jeans, shorts, skirts, suits and leather pieces in sizes UK 6-26.
- Sosandar Denim Shop Dedicated denim sub-category featuring denim dresses, denim jackets and jeans/jeggings in multiple washes and colours.
- Sosandar Footwear Footwear range spanning heels, sandals, flip-flops and wedges, including signature styles such as leather mid-heel square toe sandals and cork wedge espadrilles.
- Sosandar Accessories Accessories range covering jewellery (necklaces, bracelets), bags, belts, sunglasses and sun hats.
- Sosandar Swim & Beachwear Seasonal swim and beachwear range, including swimwear, kaftans, holiday dresses and complementary footwear and accessories.
- Sosandar Petite Collection Petite-fit edit of the brand's mainline womenswear providing shorter-proportion versions of core styles for smaller frames.
- Sosandar Outlet Outlet section offering discounted past-season and end-of-line women's fashion items.
- Sosandar Gift Cards Digital and physical gift card products redeemable against purchases on the Sosandar website and in stores.
- 12-Month Unlimited Delivery Pass Annual subscription-style delivery service priced at £7.95 that unlocks unlimited free standard UK delivery with Evri or Royal Mail on all orders for 12 months, with no minimum order value.
- Sosandar Resale Scheme (Worn By Us) Partnership-enabled circular fashion service via Worn By Us that lets customers resell or recycle pre-loved Sosandar clothing, with 50% of resale value returned (or donated to a charity of choice).
- Sosandar Mobile App Companion mobile app providing an alternative channel to browse, shop and access Sosandar offers and content from a smartphone.
Quantifiable outcome
- Total revenue grew 14% YoY to £42.3m for year ended 31 March 2026
- +5 more outcomes
Companies that use Sosandar
Customer profileSegments4 records
Ideal customer profiles2 records
Sosandar technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration21 records
Feature3 records
Sosandar partnerships and signals
Strategic signalScale indicators8 records
Recent moves6 records
Expansion highlights6 records
Sosandar competitors and assessment
Company assessmentDirect peers
- Boohoo Group: UK-listed online fashion group operating multiple brands (Boohoo, PrettyLittleThing, Karen Millen) in trend-driven women's apparel. Closely comparable direct-to-consumer model, similar target demographic, and overlapping product categories to Sosandar.
- ASOS: UK-listed online fashion retailer focused on 20-something fashion. Comparable in direct-to-consumer women's apparel, but at substantially larger scale and broader assortment. Direct competition for trend-driven UK women shoppers.
- New Look: UK-focused mid-market women's fashion retailer operating both e-commerce and high-street stores. Directly comparable in target demographic, price points and omni-channel distribution model.
- N Brown Group (JD Williams): UK-listed digital fashion retailer focused on mid-market inclusive-size women's apparel (JD Williams, Simply Be, Jacamo). Comparable in inclusive sizing strategy and digital-first women's fashion positioning.
- River Island: UK high-street and online women's fashion retailer targeting trend-driven customers in similar age and price brackets. Comparable assortment, omni-channel model and UK consumer focus.
- Joules: UK-focused British lifestyle fashion brand with similar British-heritage positioning, multi-channel distribution and aspirational mid-market price points. Direct competitor for the same style-conscious UK women customer.
Broad incumbents
- Next plc: UK-listed multi-category retailer with significant women's fashion exposure across both online and physical stores. Far larger scale than Sosandar and broader category portfolio, but overlapping target customer and product types.
- Marks & Spencer: UK high-street incumbent with a large women's clothing, footwear and accessories business across stores and online. Substantially larger scale, broader assortment, and stronger brand, but overlapping core customer and product categories.
- THG (The Hut Group): UK-listed e-commerce platform operator with beauty and fashion verticals (formerly owning I Saw It First). Comparable as a UK e-commerce operator with adjacent fashion brand portfolio, though at significantly larger scale.
Emerging players
- Coast (now part of Jigsaw / Karen Millen): British occasionwear and contemporary fashion brands targeting similar day-to-night and occasion-driven use cases central to Sosandar's value proposition.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Sosandar social profiles
Digital presenceSosandar compliance and trust
Trust signalCompliance1 record
Sosandar financial estimates
Financial estimateRevenue estimate
Valuation estimate
Sosandar leadership team
Management profileNumber of profiles
Profiles1 record
Sosandar funding detail
Funding detailFunding overview
Funding rounds2 records
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Sosandar M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Sosandar
What does Sosandar do?
Sosandar designs and sells British women's fashion — including dresses, separates, knitwear, denim, footwear, accessories and swimwear — direct to consumers through its own e-commerce website (sosandar.com), a small UK physical store estate and a mobile app. The brand offers inclusive sizing (UK 6-26), a dedicated Petite Collection, plus supporting services such as a 12-month Unlimited Delivery Pass, gift cards and a Worn By Us resale scheme for circular fashion.
Is Sosandar a public or private company?
Sosandar is a public company. It is classified as public and is currently operating.
When was Sosandar founded?
Sosandar was founded in 2015. It employs 101 to 250 people.
Where is Sosandar based?
Sosandar is headquartered in Wilmslow, United Kingdom, in the Europe region.
How does Sosandar make money?
Four revenue lines are on record. Own-site e-commerce apparel sales are the primary driver. The others are physical store sales, 12-Month Unlimited Delivery Pass and gift Card sales.
Who are Sosandar's main competitors?
Direct peers on record are Boohoo Group, ASOS, New Look, N Brown Group (JD Williams), River Island and Joules. Broad incumbents are Next plc, Marks & Spencer and THG (The Hut Group). Coast (now part of Jigsaw / Karen Millen) is listed as an emerging player.
Does Sosandar have an API?
No public API is recorded for Sosandar.
What industry is Sosandar in?
Sosandar's product category is Women's Fashion E-commerce. Its primary akta.pro industry code is CRAAABAK, Modest & Religious Apparel Retail, with a secondary code of CRAGAGAF, Petite & Plus-Size Specialty Department Stores. Its NAICS code is 45811 and its SIC code is 5600.