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Given their online fashion brand has a raft of vocal celebrity fans like Bella Hadid, Kendall Jenner and Candice Swanepoel – plus 1.6 million followers on Instagram – you’d excuse the sisters behind affordable label Sabo Skirt for sticking to their digital roots.
Not so though for Thessy and Yiota Kouzoukas. The combined force behind the wildly successful affordable fashion label have just opened their first bricks and mortar store in their hometown of Brisbane, a step they expect will take their brand next level.
Sisters and Sabo Skirt co-founders Thessy and Yiota Kouzoukas
“We live in a world where everything revolves around social media and our customers are digital, but we have always loved the idea of opening a physical boutique and where better place to start than right here in Brisbane,” says Yiota, who’s also expecting her first child soon.
Visitors to the store, which sits alongside brands like Sephora and H&M at Westfield Chermside, will find the online mainline collection, along with the new Sabo Luxe, Sabo Swim and Sabo Mini (kids) collections. There will also be exclusive styles available only to the store. GRAZIA spoke to the award-winning sisters about their quest for global affordable fashion domination.
TALKING WITH SABO SKIRT FOUNDERS THESSY AND YIOTA KOUZOUKAS
What’s been your biggest celebrity-related ‘pinch me’ moment so far?
THESSY: Seeing [supermodel and Victoria’s Secret Angel] Candice Swanepoel on Instagram in our latest Luv AJ X Sabo Luxe collection. Girl crush right there.
Candice Swanopoel wearing Sabo Skirt
Why the decision to go bricks and mortar when your online offering and loyal following is so strong?
THESSY: By having a physical store, we know we will be able to connect with our customers on a physical level and allow them the opportunity to touch, feel and experience Sabo Skirt in person. We have a strong influence in online retail but as 85 percent of Australian shopping is still happening in shopping centres, we’re excited to further expand our business in stores and expand our market share.
YIOTA: We like to think we are innovative thinkers when it comes to business and running an online store, and by applying this same mentality to our physical store will give customers an experience unlike anything else before. Customers are evolving to want more than just an online purchase… they want the whole experience from an online presence to a physical experience. Our customers will have instant access to exclusive styles only available in store too.
Bella Hadid wearing the Sabo Skirt Luv AJ charm necklace
You have an enormous Instagram following. How important is that to your business and how much do you consider Insta-imagery when you’re designing?
YIOTA: Imagery as a whole is so important to our business. It’s all about content, content, content. If we believe that styles will look amazing in a photo, we are more likely to go ahead with those designs.
THESSY: We want to bring our world to life with our store – it’s definitely Insta-worthy. There’s even an in-store selfie station.
Bella Hadid wearing a Sabo Skirt top
Do you expect you’ll attract a different kind of customer to your store?
YIOTA: We definitely expect to reach a broader market of customers, especially with the expansion of our ranges that now include children’s clothing and luxe fashion pieces.
Why the Westfield Chermside location in Brisbane before other capital cities?
THESSY: It was a no-brainer really. We are born and bred in Brisbane, with a strong following based here, not only on our database but also across Facebook and Instagram. We want to keep things close to home and our head office as it is our first shop. This will help us ensure our customers are receiving the complete, authentic Sabo Skirt experience that we are personally involved in.
YIOTA: We also love shopping at Chermside.
Sisters and Sabo Skirt co-founders Thessy and Yiota Kouzoukas
