​Jumping from fashion to homewares is proving popular at present. Just days after Rixo announced its move into the category, now Sosandar is making the same move, but in a bigger way.

And instead of going it alone, it’s opting to link up with one of the biggest names in UK fashion and home retail, Next.

It has signed a licensing agreement for a new offer that it said follows the “success of Sosandar’s clothing range sold through Next”. The retail giant clearly sees the potential appeal of the Sosandar label in categories new to the brand.

The company said that Next “is one of the largest homeware retailers in the UK and the licensing deal will combine [its] sourcing and quality expertise with Sosandar’s design inspiration”. 

The launch will be ambitious and will include a full set of living room furniture and accessories, including sofas, accent chairs, rugs and lighting. It will be sold online exclusively via Next’s webstore and should debut next autumn.

Sosandar said “this licensing agreement, requires no capital expenditure for the company” and is part of its “ongoing strategy to leverage its strong and growing brand awareness, with a focus on further broadening its reach and continuing to drive brand equity”.

Co-CEOs Ali Hall and Julie Lavington explained that the deal is “a testament to the strength of what we have built. This is a fantastic opportunity to leverage our brand equity and extend the success Sosandar has had through third-party partnerships with little risk and no capital expenditure. 

“We will combine Next’s specialist technical and sourcing skills with our design aesthetic and understanding of Sosandar customers to deliver an exciting and unique product range. Importantly, the homeware range will broaden our reach into new audiences and enable existing customers to deepen their affinity to our brand.”