Saint and Sofia, a London-based womenswear brand, aims to open 10 new stores by mid-2027, following their debut in Covent Garden.
- The brand was founded in 2020 by Malcolm and Dessislava Bell, and currently serves 500,000 global customers.
- Their first physical store, located at 35 Monmouth Street, spans 1,400 sq ft and offers a wide range of products.
- Plans for expansion include targeting areas like Marylebone and Notting Hill without testing locations, based on existing customer demographics.
- There are aspirations to venture into wholesale and achieve B Corp certification next year.
Saint and Sofia, founded by Malcolm and Dessislava Bell in 2020, is making bold moves to expand their presence in the retail world. With their first physical store launched in Covent Garden earlier this month, the brand plans to open 10 more stores by mid-2027. This strategic decision comes as they aim to strengthen their brick-and-mortar presence, having already cultivated a significant online following of 500,000 customers worldwide, including 220,000 in the UK alone.
The brand’s Covent Garden location marks a significant milestone as their first retail space, situated at 35 Monmouth Street. Spanning 1,400 sq ft, the store showcases an extensive selection of 800 products, including outerwear, skirts, shirts, knitwear, accessories, and footwear. This store is the first step in a larger ambition to establish neighbourhood boutiques across London, with prime areas identified such as Marylebone, Chelsea’s King’s Road, Notting Hill, Hampstead Heath, Clapham, Wimbledon, and Richmond.
Malcolm Bell, co-founder of Saint and Sofia, expressed confidence in their offerings, stating that there is no need to test new locations due to their strong understanding of consumer preferences through existing customer data. Their strategy is firmly based on the geographical concentration of their customer base, which informs the selection of future store locations.
Moreover, Saint and Sofia are not only focusing on physical expansion but are also set to broaden their horizons into the wholesale market next year. In alignment with their growth objectives, the business is also striving to attain B Corp certification, reflecting their commitment to sustainable and ethical business practices.
Saint and Sofia’s strategic expansion plans reflect confidence in their brand vision and desire to broaden their market presence.
