Sandro Plans for Larger, Coed Stores as Men’s Turns 10

PARIS — There likely won’t be any iconic product launches or extravagant parties, but Sandro Homme is marking its 10th anniversary this year and has expansion plans that call for larger, coed stores.
“I am not really into celebrations,” said the label’s designer Ilan Chetrite, who added the men’s line of his parents’ budding apparel business a decade ago. It now sits in the SMCP Group alongside Paris brands Maje and Claudie Pierlot, controlled by the China-based Shandong Ruyi Group.
Chetrite, who relays his views firmly but with a soft-spoken demeanor, explained he has never been one to throw birthday parties.
“However, I thought it would be a bit selfish not to celebrate Sandro Homme’s 10 years because it’s a project, the work of a team, it’s a lot of energy and I would like to pay homage to the work that has been accomplished so far,” he added. “We’re having little celebrations, but nothing too ostentatious.”
Sandro turned to graphic artists at the agency Atelier Franck Durand to make posters for store windows in Paris that read, in French, “J’ai dix ans,” which means “I am 10 years old.” The statement is a nod to a song by French Eighties pop star Alain

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