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Sandra Halliday Published
December 12, 2025
Fast-growing womenswear brand Sosandar has reported its half-year results (for the six months to 30 September) with the company making ongoing progress, despite a return to pre-tax losses, and also reporting that the current quarter is buoyant.
In fact, it said autumn trading in October and November was better than many of its peers and in line with full-year market expectations. All channels performed well with strong revenue growth, increased gross margin, positive pre-tax profit in both months and a record month of trading in November, with similar momentum in December so far.
It added that its trial project to cut down on promotional pricing as it prepares to move into physical retail has yield expected results.
In Q2, the company trialled a reduction in price promotional activity on its own site. As expected, this “resulted in a material improvement in average order value and margin” but also “the anticipated reduction in site visits, orders and conversion”. It's linked to the planned rollout of its store estate over the medium term, which is specifically designed to deliver profitable growth as a result of less discounting and accelerate delivery of its medium-term target of £100 million+ revenue and a 10% margin. So it’s clearly prepared to sacrifice profits at this stage in order to get there.
The first half
Looking at exactly what happened in the latest half, despite it being a tough period for the fashion sector, net revenue growth was 6%, reaching £22.2 million. That said, the company swung from a £0.1 million profit a year earlier to a loss before tax of £1.3 million. But the gross margin increased to 55.4% from 54.4%.
The loss was partly due to the expected lower revenue following its trial of less promotional pricing and also linked to staff costs as it invested for the next stage of its growth.
Sosandar said the period also saw a “successful” launch with e-tail platform Global-e, allowing it to transact and fulfil orders to over 60 countries cost-effectively. And it said that sales data is being used to inform future international opportunities based on where the brand is performing well.
It added that product across all categories continued to resonate with customers with particularly strong sales of summer occasionwear and holiday clothing. And in the second half so far, partywear and knitwear have been “standout categories”.
Trading with well-established third-party partners has also continued to be strong and the appeal of its product has resulted in increased collaboration with those partners, including a new deal with Freemans that launched in September.
And it said that its mobile app, which went live in July, has been strong with around 70,000 downloads so far. It’s already generating 10% of site sales at higher conversion rates than through mobile web browsing.