Saint and Sofia reveals store expansion plans

Saint and Sofia was founded in January 2020 by husband-and-wife duo Malcolm and Dessislava Bell, co-founders of athleisure brand Zaggora.

Today, Saint and Sofia counts more than 70 employees at its London Southbank head office and 500,000 customers globally, including 220,000 in the UK and 200,000 in the US, which it serves through three dedicated fulfilment centres in the UK, US and Europe.

Earlier this month, the direct-to-consumer business opened its first physical retail location in London's Covent Garden, signing a 10-year lease agreement.

The 1,400 sq ft retail unit, located at 35 Monmouth Street, stocks 800 products across outerwear, skirts, shirting, knitwear, accessories and footwear. It is the first branch of Saint and Sofia's store expansion plan, which will target 10 more permanent locations across London in the next two-and-a-half years, Malcolm Bell told Drapers.

Marylebone, Chelsea's King's Road, Notting Hill, Hampstead Heath, Clapham, Wimbledon and Richmond are some of the areas considered for Saint and Sofia's "neighbourhood boutiques", based on the geographical location of Saint and Sofia's existing customers, whose average age is 45.

"We are confident in what we have to offer, we don't need to test locations," said Bell.

The business is looking to venture into wholesale for the first time next year, and hopes to obtain a B Corp certification.