The Sydney-based brand has gone from strength to strength in the past 24 months, signing global retail deals with Saks Fifth Avenue, Bloomingdale’s, Nordstrom and FWRD — proving that successful direct-to-consumer (DTC) e-commerce brands can also thrive in physical retailers. Omar Sabré, the brand’s CEO, spoke with Inside Retail about how the retail disruptor has created its own lane, how to align with the right IP partnerships and what this business approach looks like in international markets. Inside Retail: Maison de Sabré is making a name for itself in the affordable luxury space. How do you define this category, and what differentiates the brand from both traditional luxury and mid-market competitors? Omar Sabré: Maison de Sabré is a luxury disruptor. Traditional luxury leans on heritage and scarcity. Mid-market brands chase mass appeal. We sit in a category of our own – aspirational yet deeply personal, thoughtfully crafted for how our people make their mark.  From day one, we have always ascertained that our pieces aren’t designed to sit on a shelf; they’re designed to be lived with, to carry stories, and to last. 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. I like to think we’re redefining what luxury looks and feels like for a new generation. IR: Many mid-tier brands are struggling to stay relevant, yet Maison de Sabré is thriving. What do you attribute this success to? OS: We put people first – always. From our global designers who we frequently spotlight, to our artisans and our loyal communities, we are intrinsically connected to our immediate environments and we contribute to the culture of our industry. We have consistently had a maniacal focus on material innovation, meaningful design and real-world functionality, creating pieces that negate fleeting trends, are quietly confident and remain timeless from season to season. Most importantly, we listen carefully and we predict with laser-like accuracy to understand what our customers actually need. This appreciation for the customer is also drilled down by the market, ensuring each region is presented with an experience – whether online, through our social channels, or at one of our global pop-ups, that is immersive, meaningful and unforgettable. Staying true to our core values and strengths has proven fruitful time and time again. In 2024, we launched our ‘Sabremoji’ charms program as a way to upcycle remnant leathers from our handbag production, and the new category exploded into the public domain with features in every major global publication and fashion houses rushing to try and replicate our model. We are proud to foster an internal team culture that is focused on a leadership mentality rather than a follower mentality. IR: The brand has secured high-profile licensing deals, including with Sanrio and Mr Men & Little Miss. How do you select the right IP collaborations, and what role do they play in your broader brand strategy? OS: Collaborations present themselves as a unique mix of our creative vision, and brand DNA and almost always have a connection back to nostalgia and childhood optimism. The connection back to memories of childhood is cross-generational and cross-border, and we have been incredibly fortunate to have opportunities presented to us by Disney, Sanrio and Mr Men & Little Miss, to celebrate those moments in a way that feels fresh, elevated and collectible.  We push ourselves and our collaborators to tell new stories through craftsmanship and design, developing all new techniques and approaches for each collaboration that allows the product to uniquely connect back to our community.  Most recently, Mr Men & Little Miss was a natural fit – it has multi-generational appeal, a playful spirit, and an optimistic use of colour that aligns perfectly with what we do. Licensing will continue to be a lever in our global growth strategy, allowing us to expand our creative positioning and craft exceptional products that aren’t just bought – but collected, cherished and serve as a reminder of fond memories. IR: The Hello Kitty drop generated $1 million in sales in the first 24 hours, and the Mr Men and Little Miss collection sold out in under 24 hours. What do these results say about consumer appetite for collectible fashion? OS: These results show that people aren’t just looking for luxury – they’re looking for a connection to the brand and the products they purchase. Collectible fashion resonates because it’s more than just something you wear or use – it’s nostalgia, storytelling, and emotion wrapped into a product. Customers want pieces that feel special, that take them back to something they loved as a child, or that capture a cultural moment in time. It’s not about how fast something sells out – it’s about the experience we carefully craft around each collection. The anticipation, excitement, and emotional connection are what makes these collaborations more than just products – they become moments that people want to hold onto. IR: Nostalgia-driven design is clearly a big factor in your strategy. How do you balance tapping into nostalgia while maintaining a forward-thinking premium brand identity? OS: Nostalgia works when it’s reimagined for today. It’s not about recreating the past – it’s about respecting the foundations, reinterpreting the codes and crafting something that feels relevant, timeless and innovative. Every character-driven collection receives an unfathomable number of hours in research and development alone, ensuring we extensively study the history of the IP, and the way it’s interpreted today and explore a multitude of ideas and techniques to present it as a product that feels familiar yet is new and worth cherishing all over again. When we developed the range for Sanrio, we used the original artwork for Hello Kitty to craft our charms and applied it in leather using marquetry techniques – meaning each eye, nose and whisker was an individually cut piece of leather applied delicately by hand – not print. IR: Maison de Sabré has transitioned from DTC into major retail partnerships with Saks Fifth Avenue, Bloomingdale’s, Nordstrom, and FWRD. What has been the biggest challenge in scaling from digital-first to physical retail? OS: We mastered online by curating an exceptional experience for our customers, ensuring every detail from product to packaging, was carefully considered. When we moved into physical retail, the experience had to be just as seamless. We weren’t willing to compromise. That’s why we invested in brand-new, localised warehousing in the US, ensuring our retail partners receive the same level of precision, speed, and quality that our direct customers expect. Scaling wasn’t just about expanding – it was about maintaining the unwavering standards that define Maison de Sabré. IR: Are DTC stores on the horizon for any markets? Why or why not? OS: In the last three months alone, we’ve successfully launched two record-breaking pop-ups in Japan, and an immersive gallery experience in Paris. As we consider the next phase of our Maison and how we present it to the world, we want to craft spaces that are deeply connected to our community and allow them to explore our universe through a multi-sensory experience that goes far beyond just a transaction.  We’ve seen the significant impact of an omnichannel presence for Maison de Sabré, and when we decide to open permanent concept stores, I can guarantee that we will again redefine the luxury experience. IR: Can you speak to the KPIs of the pop-up gallery in Paris and how you quantified its success? What insights from this activation are shaping the Tokyo expansion? OS: The pop-up gallery in Paris was planned around achieving several key metrics that spanned awareness, engagement, sales and direct market feedback. The concept received an incredible response from our community, industry commentators, media and the design and creative community in Paris. We kicked things off with an invite-only event before opening to the public, and the response was immediate. Guests genuinely connected with the vision, which made it clear that this wasn’t just another launch — it was a defining moment that solidified our place in the market.  Tokyo is the natural next step. It was our biggest market before we expanded into the US, and with its deep appreciation for luxury, storytelling, and character-driven design, it’s the perfect place to continue our celebration of Mr Men & Little Miss. IR: How do you see experiential retail playing a role in the future of luxury branding? OS: Luxury isn’t just about the label you own anymore – it’s about what you uniquely experience and how it makes you feel. The brands that will thrive aren’t merely selling products; they’re creating moments that matter, memories that last and real connections with their audience. Experiential retail isn’t just a trend – it’s what will keep a brand desirable, relevant and built for the long run. IR: The brand has attracted a strong celebrity following, with names like Katy Perry and Blake Lively spotted with your products. How intentional has this been, and what impact has it had on your global market positioning? OS: In the history of the brand, we have never invested in paid endorsements or influencer marketing – our approach has consistently been about crafting products that speak for themselves. The right people naturally gravitate towards what we do, and we’ve built relationships with stylists and creatives who understand the brand and help put it in front of the right eyes. This kind of organic recognition has been a huge validation of our credibility and influence, especially as we expand further into the US and Europe. It reinforces that Maison de Sabré isn’t just a brand – it’s part of the cultural conversation. IR: Maison de Sabré’s vision is to evolve into a globally recognised design house. What are the next steps in achieving this, and how do you plan to expand beyond leather accessories? OS: Our vision for Maison de Sabré has always been larger than life. The very reason we incorporated our family name into the brand was to ensure it signified a stance on quality, luxury craftsmanship and impeccable design – pillars that we feel can extend into all facets of our lives.  The brand is steadily being recognised for global design accolades which cement our position as a design powerhouse. Internally, we have been quietly working on exciting launches that will take us into new luxury categories, expanding the brand in a way that feels natural and considered. Every release is carefully thought through to ensure it stays true to our DNA and commitment to innovation while maintaining the quiet confidence and craftsmanship that make Maison de Sabré what it is today.