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Sosandar: trendy but not made to last

A once-fashionable retailer has lost its sparkle for investors
Sosandar: trendy but not made to last
  • Sales surge but the middle-aged womenswear retailer is still loss-making
  • Sosandar’s target demographic is not ideal for an online-only business
  • With others boosting their e-commerce offering, the company also faces growing competition for clicks

“Fashions fade,” legendary designer Yves Saint Laurent once said. “Style is eternal.”

Investors, who often like to buy into the hottest trends, would do well to bear this in mind. A retail business can cling to the fickle coattails of fashion, but it’s harder to find a unique selling point that ensures it will never go out of style.

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