The Tamesis
“This is our time – why not?” says Roksanda CEO Patricia Sancho as we wrap up our interview on the top floor of the brand’s new store and concept space, which opens today. The store, which occupies three floors on London’s Sloane Street, will be open until early June. In addition to Roksanda’s latest collections, it will showcase and sell works from florist Grandirosa, furniture company Béton Brut, self-service brand Commune and others – all brands and businesses curated by Roksanda Ilinčić herself.
It felt good to walk down the street from Knightsbridge tube station and see the pink Roksanda flag flying among fashion giants such as Dior and Moncler; almost rebellious. I worked hard to get there. Her eponymous label, founded by Ilinčić in 2005, is one of the few London brands to have weathered the pandemic, Brexit and general macro madness. However, it did not escape unscathed: in March 2024, Roksanda closed the Mount Street boutique and submitted a notice of intention to appoint an administrator, citing challenging market conditions.
Soon after, the brand found a white knight in brand development platform The Brand Group. “I think what keeps me going through all the challenges is staying true to myself and believing in the unique vision I create, which allows me to have a good understanding of who my customers are. Staying agile and keeping up with the times is also key,” says Ilinčić.
Now, at the end of the company’s 20th anniversary celebrations, the founder and her newly appointed CEO are ready to begin the company’s next chapter. “We have known each other for a while as we work in the same industry,” Sancho explained. “So when we started talking, we realized there was an opportunity to grow the next phase of the business because the core was already there.”
The Spanish-born Londoner has extensive experience in the fashion industry: Sancho has worked at brands including Burberry, Giorgio Armani and as CEO of Temperley London, as well as on the high street. She spent five years as commercial director for Europe and the Middle East at Juicy Couture and two years as head of accessories at Inditex. Prior to joining Roksanda, she ran her own consultancy, advising brands on how to expand internationally and increase product range.
