Sydney-based Maison de Sabré has soared in popularity by partnering with major retailers and maintaining a commitment to quality craftsmanship, positioning itself as a ‘luxury disruptor’ in the market.

Maison de Sabré, a luxury brand based in Sydney, has experienced significant growth over the last 24 months, establishing partnerships with renowned retail giants like Saks Fifth Avenue, Bloomingdale’s, Nordstrom, and FWRD. This expansion demonstrates the brand’s ability to succeed in both direct-to-consumer (DTC) e-commerce and traditional retail environments. Omar Sabré, the CEO of Maison de Sabré, shared insights in an interview with Inside Retail about the company’s positioning in the affordable luxury market, its brand differentiation, and its strategies for global growth.

According to Sabré, Maison de Sabré distinguishes itself as a “luxury disruptor” by straying from traditional luxury’s reliance on heritage and scarcity while not aiming for the mass appeal typical of mid-market brands. He defines the brand’s identity as “aspirational yet deeply personal,” with each product designed for longevity, telling the stories of those who own them. Sabré emphasized their commitment to fine materials and craftsmanship, stating, “Luxury at our Maison is marked by a deep appreciation for fine materials, technical craft, savoir-faire, and a commitment to product design that just seamlessly works day in and day out.”

The brand’s success amidst challenges faced by many mid-tier competitors is attributed to its people-first approach. Sabré noted their connection to designers, artisans, and loyal customers, allowing the brand to maintain a careful focus on innovation, meaningful design, and functionality. “We listen carefully and we predict with laser-like accuracy to understand what our customers actually need,” he revealed. Moreover, a new initiative called the ‘Sabremoji’ charms program, which utilizes remnant leathers, has gained notable attention, receiving positive media coverage and prompting other fashion entities to replicate its model.

Maison de Sabré has strategically secured licensing deals with popular franchises such as Sanrio and Mr Men & Little Miss. When asked about the selection process for these intellectual property (IP) collaborations, Sabré described them as a fusion of creative vision and brand identity, often reflecting nostalgia and childhood optimism. He stated, “Collaborations present themselves as a unique mix of our creative vision, and brand DNA… We push ourselves and our collaborators to tell new stories through craftsmanship and design.” The immediate sales success of recent collaborative drops, with the Hello Kitty collection generating $1 million in sales within the first 24 hours, underscores consumer interest in collectible and emotionally resonant fashion offerings.

As Maison de Sabré transitions from a primarily digital presence to physical retail spaces, the brand has maintained a strong commitment to delivering an equally seamless customer experience. Sabré explained the challenges faced in scaling, stating, “When we moved into physical retail, the experience had to be just as seamless. We weren’t willing to compromise.” Investment in localized warehousing in the U.S. is part of this strategy, ensuring that retail partners uphold the brand’s high standards.

With successful pop-up events recently launched in Japan and an immersive experience in Paris, Sabré mentioned that the company aims to create spaces that foster deep connections with the community. He anticipates that Tokyo will be the next significant market for expansion considering its previous success and cultural appreciation for luxury design.

The brand has also garnered interest from celebrities, including Katy Perry and Blake Lively, with Sabré noting that this organic recognition stemmed from the quality of their products rather than paid endorsements. This approach has solidified Maison de Sabré’s standing within the cultural conversation, enhancing its market positioning amid global competitiveness.

Looking ahead, Maison de Sabré envisions expanding into new luxury categories while preserving its focus on quality and craftsmanship. The brand aims to establish itself as a global design house, continuously working on innovative launches that reflect its design ethos and commitment to excellence, as Sabré elaborated on the vision embedded in the brand name itself.

Source: Noah Wire Services