SHARE PUNT OF THE WEEK

WHAT IS IT? Sosandar is an online fashion retailer aiming to emulate the success of Asos and Boohoo.

It was launched in 2016 by Ali Hall and Julie Lavington who had established leading fashion magazine Look in 2007.

They had identified a gap in a market – now worth an estimated £3.7bn a year – for women over the age of 30 looking to combine professional clothing with the latest trends.

WHAT’S THE LATEST? It joined AIM earlier this month in a tie-up with cash shell Orogen.

The company raised £5.3m at 15.1p a share that will be used to fund further expansion and raise brand awareness.

WHO BACKS IT? Sosandar’s listing attracted a number of institutions, including investment house Miton, while Group Saracens owner Nigel Wray also snapped up a stake.

Joint chief executives Hall and Lavington now own about 5pc each. WHY YOU SHOULD INVEST Despite being just over a year old, Sosandar has already made its mark in the fashion industry and is a firm favourite among social media influencers and celebrities, including This Morning presenter Holly Willoughby.

The company has average order values already greater than other well-known online-only fashion retailers and is rapidly becoming a one-stop destination for fashionable clothing, design inspiration and also advice on style and clothes.

The simplicity of the business model means the company is readily scalable – meaning it can grow quickly – suggesting Sosandar is well-placed to achieve similar profitable growth as other listed online retailers.

AND WHY YOU SHOULDN’T The company has a relatively limited trading history – having achieved total gross sales for the 11 months ended July 31, 2017 of £847,000 and net sales (after returns) of £478,000.

It appears to be moving in the right direction but some investors may take more comfort once the firm has matured and published more updates.