Company Profile

Founded in 2015 by co-CEOs Ali Hall and Julie Lavington, Sosandar (SOS) is an online retailer selling in-house designed women's clothing through its own website and via third parties. The co-CEOs' publishing backgrounds are reflected in the use of e-mail newsletters and physical brochures that use 'lifestyle' photography to sell the SOS dream to the target 35-64 female demographic that is looking for 'trend-led, affordable quality clothing with a premium aesthetic'. The pricing is above fast fashion but below premium brands, exploiting a gap in the market. Growing from an offering of dresses, the product mix has expanded to clothing for work, events and parties as well as day to day.