Sandro is latest big name to link with Farfetch for digital expansion

By

Sandra Halliday

Published
Jul 17, 2019

SMCP’s fast-expanding premium brand Sandro is linking up with luxury e-tail platform Farfetch with the former’s parent company describing the deal as “a new milestone” in its digital expansion. It’s an undeniably important distribution move for the premium label that will now have access to Farfetch’s 13 million clients a month globally.

SMCP called Farfetch “the ideal partner to enable Sandro to address a wider, premium customer base through a customised platform,” adding that “through this new partnership, Sandro will reinforce its high-end positioning and enhance its worldwide visibility and awareness.”

Farfetch, which launched a decade ago by offering physical luxury retailers a space to sell their inventory online, has increasingly been forging direct relationships with brands in recent periods. It kicked off with a Burberry deal early last year, then launched a Balenciaga collab this January. Mulberry was added as a concession partner this spring, a Gucci collab following in late May. 

Meanwhile, Sandro has been opening physical stores internationally in recent periods but has also been heavily focused on digital and has been opening its own websites. Three months ago it also announced another landmark deal, with JD.com, which will massively enhance its visibility in the key Chinese (and wider Asian) market.

The company said the new Farfetch deal “marks a key achievement in the global rollout of SMCP’s successful digital strategy. It perfectly complements the group’s growing digital presence alongside the successful global deployment of its own websites, and further diversifies its digital sales channels, enabling the group to reach over 190 countries across the world.”

Sandro CEO Isabelle Allouch understandably said that “we are delighted with his new partnership,” and added that “we are convinced that having our products on Farfetch will contribute to Sandro’s digital expansion across the globe, positioning it as a high-end luxury brand and enhancing its worldwide visibility and awareness.”