Saint and Sofia, a London-based womenswear brand, announces ambitions to expand with 10 new shops by mid-2027.
- The brand began its physical retail journey with a store in Covent Garden this month.
- Saint and Sofia, founded by Malcolm and Dessislava Bell in 2020, serves a global customer base.
- The brand has identified strategic London locations for its proposed new stores.
- Apart from retail expansion, plans include entering the wholesale market and pursuing B Corp certification.
Saint and Sofia has shared its strategic vision for expansion with plans to open 10 stores by mid-2027. This move follows the successful opening of the brand’s debut retail outlet in London’s Covent Garden area earlier this month. Located at 35 Monmouth Street, this 1,400 square foot space offers an extensive selection of 800 products ranging from outerwear, skirts, shirts, knitwear, accessories, and footwear.
The company was founded in January 2020 by Malcolm and Dessislava Bell, who previously co-founded the athleisure brand Zaggora. Since its inception, Saint and Sofia has built a significant customer base, boasting over 500,000 customers globally, with 220,000 in the UK and 200,000 in the US. The brand operates from its head office in London Southbank, supported by fulfilment centres in the UK, US, and Europe.
Having ventured into brick-and-mortar retail, the company aims to strengthen its presence by establishing more ‘neighbourhood boutiques’ across London. Areas under consideration include Marylebone, Chelsea’s King’s Road, Notting Hill, Hampstead Heath, Clapham, Wimbledon, and Richmond. This expansion is strategically aligned with the geographical distribution of its current customer base, whose average age is 45, thus targeting areas where demand is known to be strong.
Malcolm Bell, speaking to a fashion industry media outlet, expressed confidence in the brand’s offering, stating, “We are confident in what we have to offer, we don’t need to test locations.” This statement underscores the company’s assertive approach to its expansion plans. Additionally, the business is poised to enter the wholesale market for the first time next year and is aspiring to achieve B Corp certification, underscoring its commitment to social and environmental performance.
Saint and Sofia’s proactive expansion and diversification strategies mark a significant development in its growth trajectory.
