SOJO, the repair specialist that’s partnered with a number of major names in the UK, is continuing its expansion via a move into the French market as legislation there means France is one of the most sustainability-focused retail markets globally.
It’s also boosting its physical presence in the UK with permanent hubs at both Westfield malls in London.
First, France. It opens its first non-UK location at Westfield’s Les 4 Temps shopping centre in Paris this week, just 18 months after its very first permanent location opened in London’s Selfridges.
The four-year-old business, which was founded by CEO Josephine Philips, has been building steadily and has partnered with M&S, Paul Smith, Margate Howell, Ganni, Reiss, Nobody’s Child and Arket, among others, in its domestic market.
While brand partnerships haven’t yet been developed in France, it’s clear that the French market is one of the most sympathetic to repair businesses and something of a no-brainer when choosing a first international market to move into.
And given SOJO’s close Westfield links, opening in a Westfield mall in Paris also makes sense.
As mentioned, French legislation has made the country a trailblazer in the drive for sustainability in the retail market and that includes mandating manufacturers to make products repairable and subsidies for repairs of clothing and footwear.
This is clearly important given that the unsubsidised cost of repair can often be prohibitive and can mean new fast-fashion items are a cheaper alternative.
Meanwhile, looking back at its core UK market, the company also said on Monday that it’s “set to redefine the fashion experience” with the launch of SOJO ‘Fix & Fit’. This is “an innovative repair and alterations service opening at both Westfield London and Westfield Stratford City on 25 June.
It marks SOJO’s permanent presence at both Westfield centres and “introduces a modern, accessible solution for clothing repairs and alterations, right in the heart of the high street”.
Shoppers at the two malls can visit the firm’s Fix & Fit workshop for a free consultation, “where expert tailors are on hand to take care of all alterations. Finished items can be collected in person or delivered to their door”. The company also continues to offer its services online.
SOJO said that insights from Westfield’s latest How We Shop: From Play To Purpose report reveal that 45% of Boomers and 31% of UK women are actively seeking more opportunities to repair or refill products – “a clear sign of shifting values away from fast fashion and towards long-lasting, conscious consumption”.
Katie Wyle, Director of Shopping Centre Management, Northern Europe at Unibail-Rodamco-Westfield, said: “We’re proud to be bringing SOJO to both of our centres – a move that reflects exactly what our customers are asking for: more sustainable, service-led retail experiences… Fix & Fit offers a smart and stylish solution to fashion longevity, perfectly aligned with Westfield’s commitment to shaping a more conscious retail future. With 59% of UK consumers seeking more reuse and repair options over the next five years, this partnership is both timely and essential.”
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