PARIS — French accessible luxury label Sandro is accelerating its expansion in Latin America, opening stores in Chile and Argentina as part of a broader strategy to deepen its footprint across high-growth international markets before consolidating its presence in Mexico with a flagship opening in Los Cabos.
The brand entered Chile with its first boutique in Santiago, located in the luxury shopping center Parque Arauco. The 1,500-square-foot store marks Sandro’s debut in the Chilean market and forms part of a wider regional rollout aimed at serving both local customers and tourists.
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The Chile opening follows the opening of Sandro’s first store in Buenos Aires in October, a move that signaled the brand’s expansion in South America amid renewed confidence in the region. The Argentina expansion is in partnership with brand management company Leuru Group, which handles global fashion brands including Levi’s, Lacoste and Bimba y Lola in the country.
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Together, the Chile and Argentina openings underline Sandro’s focus on expanding physical stores in strategic urban locations around the world. The brand sees Latin America as a key pillar of its international growth strategy.
“Our development in Latin America and South America is only just beginning, and we will be accelerating it in the coming years, notably with planned openings in Uruguay and Paraguay,” said chief executive officer Isabelle Allouch.
“We are proud to continue flying the flag of French fashion on the international stage,” she added. The openings in Argentina and Chile bring the brand’s presence to 58 countries worldwide.
Allouch believes Sandro’s accessible luxury price point will resonate with consumers across the region. “Our positioning and the strong desirability of the brand in these markets make us particularly confident in our growth potential, enabling us to best meet the expectations of an increasingly demanding clientele.”
Sandro’s push into South America comes as parent company SMCP recalibrates its growth strategy after closing several stores in China. The group, which has pushed forward in new regions to offset its China drawdown, opened Sandro stores in India in 2024 in partnership with Reliance Brands Ltd., targeting new markets with rising middle- and upper-income consumers and a strong appetite for international brands.
Latin America offers long-term potential, particularly for accessible luxury labels positioned between mass and high-end fashion.
After establishing new footholds in Chile and Argentina, Sandro has also increased its presence in Mexico, one of its most important markets in the region, with the opening of a flagship in Los Cabos, located within the newly developed luxury retail and lifestyle center Ánima Village.
The Los Cabos store is the brand’s 21st point of sale in the country. It spans more than 1,700 square feet and houses Sandro’s women’s and men’s collections, reflecting the brand’s global retail concept and residential feel. The opening was carried out in partnership with Retail Fashion Group, Sandro’s long-standing local partner in Mexico.
SMCP has sought to strengthen the desirability of its brands, including its flagship Sandro, in the accessible luxury category with a global full-price strategy that has led to stabilizing the company as it prepares for a potential sale.