Sandro
SMCP · France
Sandro is a Paris fashion brand founded in 1984 by Évelyne Chetrite and one of the pioneers of accessible luxury. It is the largest brand of the listed SMCP group, alongside Maje, Claudie Pierlot and Fursac, and dresses both women and men.
| Founded | 1984, Paris |
|---|---|
| Founder | Évelyne Chetrite |
| Owner | SMCP (Euronext Paris) |
| SMCP chief executive | Isabelle Guichot (since 2021) |
| Menswear | Sandro Homme, since 2008 |
| Website | sandro-paris.com |
What is Sandro?
Sandro is a French ready-to-wear brand for women and men. It sits in the segment often called luxe accessible: Parisian design, regular new collections and prices below traditional luxury houses. The company is a subsidiary of SMCP, the Paris-listed group that also owns Maje, Claudie Pierlot and Fursac.
History
Évelyne Chetrite founded Sandro in Paris in 1984 with the help of her husband. Her sister Judith Milgrom later founded Maje. Sandro opened its first Paris store in 2004, and in 2008 Chetrite's son Ilan Chetrite launched Sandro Homme, which made menswear a core part of the brand.
In 2010 Sandro, Maje and Claudie Pierlot were combined in SMCP, backed by private equity. KKR took control in 2013 and China's Shandong Ruyi in 2016. SMCP listed on Euronext Paris in 2017. In November 2025 SMCP disclosed that holders of up to 51.2% of its capital, stakes that trace back to the default of former majority shareholder European TopSoho, had launched a sale process. As of July 2026 talks with potential buyers were under way and no buyer had been announced.
Products and positioning
Sandro describes its style as magnetic elegance. The offer includes:
- Womenswear such as tailored jackets, dresses, knitwear and coats
- Menswear including suits, shirts, knitwear and outerwear
- Shoes, bags and small accessories
Business model and distribution
Like the other SMCP brands, Sandro relies mainly on directly operated retail: own boutiques, concessions and corners in department stores, outlets and e-commerce, supplemented by partner-run stores in some markets. The brand reported 745 locations in 2021 and entered the United States in 2011. In the second quarter of 2026 Sandro's sales grew by 2.2%, according to FashionNetwork.
Why it matters
Sandro helped define the Parisian contemporary model that combines fast collection rhythms with a premium store experience. Its performance and the pending change of control at SMCP make it one of the most closely watched brands in the European contemporary segment.
Frequently asked questions
Who owns Sandro?
Sandro belongs to SMCP, a French group listed on Euronext Paris that also owns Maje, Claudie Pierlot and Fursac. A process to sell up to 51.2% of SMCP's capital was launched in late 2025.
Is Sandro a luxury brand?
Sandro is usually described as accessible luxury or premium contemporary fashion. It offers Parisian design and boutique retail at prices below traditional luxury houses.