Half Year Results and Trading Update

01 December 2020

Strong revenue growth, substantial improvement in EBITDA losses and acceleration of sales into the autumn

Sosandar PLC (AIM: SOS), the online women's fashion brand, is pleased to announce its financial results for the six months ended 30 September 2020 and an update on trading to the end of November 2020.



The full results are available to
download in PDF format


Financial Highlights

  • Revenue growth of 52% to £4.28m (H1 2020: £2.81m)
  • Gross profit of £2.24m, a 48% increase on the prior year (H1 2020: £1.51m)
  • Significant improvement in EBITDA loss, narrowing to £1.02m (H1 2020: £2.71m)
  • Maintained strong gross margin of 52.3% (H1 2020: 53.6%), with small reduction driven by actions taken during initial lock-down
  • Net cash of £4.30m as at 30 September 2020 demonstrating continued careful cost management

Operational and Strategic Highlights

  • High levels of customer engagement with repeat orders during the period, up 88% year on year
  • Significant improvement in marketing ROI with a 26% increase in new customers despite a 47% decrease in marketing spend
  • Rapid expansion of product range into more casual styles with great successes seen in denim, loungewear and knitwear
  • Reduction in returns rate from 49% to 42%
  • Successful launch on John Lewis and Next websites with good sales across all product categories

Autumn Trading Highlights

  • The re-introduction of carefully controlled customer acquisition from September to November has delivered strong results with a record month of revenue in October
  • Monthly sales for September to November increased by 115% compared to the average for the prior five months
  • New daily record for revenue achieved in November
  • 17% growth in revenue vs the same three -month period last year, delivered with a 49% reduction in marketing spend and a reduction in cost of acquisition of 52%
  • 28% increase in new email sign ups in just three months has further strengthened the Company’s database and should underpin sales for future months
  • Strong cash position maintained in excess of £4.0m as at 30 November 2020


H1 FY2021 KPIs

 Six months ended 30 Sept 2020 Six months ended 30 Sept 2019  Change
Sessions 3,713,318 2,287,647  +62%
Conversion rate 2.58% 2.83%  -25bps 
Number of orders 95,903 64,709  +48%
AOV £87.59 £97.55  -10%
Active customers 135,426 75,056  +80%
Repeat order rate 1.85 1.66  +11%


Ali Hall and Julie Lavington, Co-CEOs commented:

“We are delighted to be reporting strong revenue growth and a significant improvement in EBITDA despite one of the most challenging periods ever for the retail industry. It is a real achievement and testament to the fantastic team we have built at Sosandar, that we have delivered increased sales, better cost efficiency, better engagement with customers, grown our database and quickly expanded our product range, whilst at the same time significantly reducing marketing spend.

From September onwards, we cautiously increased expenditure on new customer acquisition and trading has quickly gained momentum.  We are very pleased to be exceeding the record highs seen last autumn on half the marketing spend. 

As one would expect, we are now selling a much wider range of casual and at-home product than before. However, the Sosandar customer has also not lost a taste for glamour, with sales of sequins, leather, fur coats and knee boots remaining strong.

Looking ahead, whilst there remain short term uncertainties due to Covid-19, our long-term focus has not wavered and continues to be on the development of our product, infrastructure and service, alongside most importantly, further building our customer base. The scale of our opportunity is substantial and we are well placed to deliver on our ambition for Sosandar to be a long-term, sustainable success.”



Sosandar is hosting a webinar for analysts at 0900 hrs GMT today. If you would like to register please contact [email protected]

The Company is also hosting a webinar for retail investors at 1200 hrs GMT today. If you would like to attend please register here: https://bit.ly/SOS_H1_results_webinar_piworld




Sosandar plc www.sosandar.com
Julie Lavington / Ali Hall, Joint CEOs c/o Alma PR
Shore Capital
Patrick Castle / James Thomas / Michael McGloin
Fiona Conroy (Corporate Broking)
+44 (0) 20 7408 4090
Alma PR Limited (Financial PR) +44 (0) 20 3405 0205
Rebecca Sanders-Hewett / Susie Hudson / Sam Modlin [email protected]


About Sosandar PLC

Sosandar is an online womenswear brand, specifically targeted at a generation of women who have graduated from throwaway fashion and are looking for quality, affordable clothing with a premium, trend-led aesthetic. This is a section of the market that is currently being underserved.

Sosandar was launched in September 2016. The Sosandar business model is built around using trend-led, exclusive designs produced in-house and then manufactured using a variety of global suppliers. Sosandar caters for a growing market of fashion-conscious women, while utilising an outsourced logistics provider that can support its planned growth over the coming years.

Sosandar's founders are Ali Hall and Julie Lavington, who previously launched and ran high street fashion magazine Look, as editor and publishing director respectively. They have a combined experience of over 35 years in the fashion industry, including in the design, manufacture and sale of fashion ranges for some of the UK's high street retailers, including Debenhams, Office, Oasis and JD Williams.

More information is available at www.sosandar-ir.com


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