“This is our time — because why not?” declares Roksanda CEO Patricia Sancho, as we finish our interview on the top floor of the brand’s new store and concept space that opens today. Stretching over three floors on London’s Sloane Street, the store will operate until early June. Besides Roksanda’s latest collection, it will also showcase and sell work by florist Grandirosa, furniture company Béton Brut, selfcare label Commune and others — all female-led brands and businesses curated by Roksanda Ilinčić herself.
Walking down the street from Knightsbridge Underground Station, it feels nice to see the pink Roksanda flag among fashion behemoths like Dior and Moncler; almost rebellious. It fought hard to be there. Set up by Ilinčić in 2005, her eponymous brand is one in a handful of London labels to have stood the tests of the pandemic, Brexit, and general macro insanity. However, it didn’t do so unscathed: in March 2024, Roksanda closed its Mount Street boutique and filed notice of intent to appoint an administrator, citing challenging market conditions.
Shortly after, the label found a white knight in brand development platform The Brand Group. “I think what kept me going through all the challenges is staying true to myself and believing in that singular vision I created, which led to a very good understanding of who my customers are. It’s also key to be agile and change with the times,” offers Ilinčić.
Now, at the close of the company’s 20th-anniversary celebrations, the founder and her newly appointed CEO are ready to start building its next chapter. “We have known each other for a while by virtue of working in the same industry,” explains Sancho. “So when we started talking, we realized there is an opportunity to grow the next phase of the business because the core was already there.”
The Spain-born Londoner has extensive experience across the fashion industry: Sancho has worked for brands like Burberry, Giorgio Armani, and as the CEO of Temperley London, but also at the high street end. She spent five years as commercial director for Europe and the Middle East at Juicy Couture, as well as two years at Inditex running the accessories division. Before joining Roksanda, she ran her own consultancy advising brands on how to expand internationally and grow their product assortments.
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