Daily Front Row

2012 February 9

Sandro and Maje: Design a Deux!

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Sandro's Evelyne Chetrite, SMCP CEO Frédéric Biousse, and Maje's Judith Milgrom
Alexandre Tabaste; Giorgio Niro; Ricardo Labougle View Gallery

Parisian chicsters and those pining for sartorial je ne sais quoi have found that sweet spot via sister stores, Sandro and Maje, founded and run by actual soeurs. The stylish duds, backed by LVMH’s majority stake in parent company SMCP since 2010, landed in New York this fall. Frédéric Biousse, CEO of SMCP, explains the phenom—check out a few tidbits below before getting the complete story!


Why New York, and why now?
It’s the most European city in the States. If you want to succeed anywhere in the world, you need to succeed in New York. 

Why the West Village and Soho for your first NYC outposts?
We focused on places in coherence with our brands. Also, when Sandro’s founder, Evelyne, was on vacation at a fancy hotel in Morocco and met Sarah Jessica Parker by the pool, Sarah Jessica said, ‘When Sandro comes to New York, you have to open on Bleecker Street first.’

What’s the biggest surprise about the American customer?
Shoppers in New York crave fashionable, sophisticated, expensive products—and need them now. We introduced very nice furs at Maje on the same day in Paris and New York, and we sold out in one day in New York. It took us seven days to move exactly the same product in Paris! Once we’d replenished stock, Paris kept selling that fur—more slowly but for longer than the rush in New York, where competition is fierce.

Who is the Sandro woman?
They’re mostly urban ladies, rather thin, who take care of themselves, do sports, eat well, and have a little money, ranging from 15 to 50 years old. They’re educated in fashion, but want to mix Sandro with Prada. 

What contemporary brand is closest to Sandro and Maje, and why?
Alice + Olivia—because of their price points, product styles, and rollout speed.

What’s the story behind the brands’ names?
Evelyne’s friend’s son was named Sandro, and Maje stands for the family members’ initials.