The Rise of Maison de Sabré: A Unique Journey in Luxury Fashion Accessories
The luxury fashion accessories market is known for its competitiveness, often favoring seasoned entrepreneurs. However, the story of the Sabré brothers, Omar (34) and Zane (31), is anything but conventional. Launching their leather goods brand, Maison de Sabré, without formal experience in the industry, they turned to entrepreneurship during a family crisis that reshaped their lives. Since their inception in 2017, this Sydney-based brand has blossomed into a success story, gaining recognition for its value-oriented luxury offerings. Their invaluable presence in the global market extended further when they were featured on the Asia 30 Under 30 list for Retail & Commerce in 2020.
Inspirational Beginnings
Omar and Zane initially ventured into the field of dentistry, with Omar making his way to Australia for his studies first. Zane followed closely behind. Their lives took an unexpected turn when their father was diagnosed with leukemia, leading the family to redirect their educational funds toward his care. In response to this challenge, the brothers conceived a business idea that would allow Zane to continue his studies. Their lack of experience was counterbalanced by a fierce determination to create something impactful.
Motivating Legacy
Their father, a businessman in the automotive sector, had always encouraged them to work intelligently, urging them to develop something scalable, particularly in the online space. Reflecting on his advice, Omar shared, “Our father was adamant that we should engage in something based on a scalable model.” He also noted their commitment to a product that offered creativity and precision: “Coming from dentistry, we had a unique skill set that emphasized material physics and anatomical design.” This strong foundation laid the groundwork for their brand.
Creativity Meets Opportunity
The brothers initially drew inspiration from luxury brands like Bulgari and Cartier as they began crafting prototypes of pouches and cardholders. However, they were not satisfied with the outcomes. A chance observation of a stylish customer using a Louis Vuitton trunk phone case at a café ignited a pivotal moment for Omar. This inspiration led them to design a leather phone case, which positioned them at the forefront of the elevated smartphone accessory trend in 2017. With Omar handling design and creativity and Zane focusing on sales, finance, and marketing, the brothers formed a complementary partnership.
Target Audience and Brand Expansion
From the start, their primary market consisted of professional young women aged 25-35, characterized as ‘aspirational and inspirational.’ As Maison de Sabré expanded into other categories like handbags and luggage, they aimed to resonate with the fast-paced lives of their customers, merging fun with functionality.
Building a Brand with Distinction
The launching strategy was judiciously executed on a modest budget. Despite having no marketing funds, they developed a user-friendly website and leveraged social media. By reaching out to 200-300 influencers daily, they promoted their visually appealing products. Remarkably, a third of those contacted engaged, and ten percent shared posts which helped them organically build a community. By the end of their first year, they had a network of 5,000 influencers and amassed $2 million in sales. This early success allowed them to reinvest in marketing, customer care, and their influencer program. With both brothers juggling part-time commitments to the dental field, their calculated risks ultimately culminated in the brand concentrating on Maison de Sabré full-time.
Direct-to-Consumer Approach
Maison de Sabré thrived in the direct-to-consumer landscape. This allowed them to control their supply chain and establish quality through sourcing leather for their products—from the original phone case to bags and other leather goods. They partnered with a leather supplier in the Netherlands, known for its relationship with Louis Vuitton. This ensured that the materials met their high standards. Omar explained the meticulous attention applied: “Every aspect, from zippers to linings, is crafted to fit our specifications.” Their careful focus on sustainability is reflected in an 85% resource utilization rate. “We leverage every scrap of leather creatively,” he added.
Commitment to Sustainability
The brand also prioritizes eco-friendly materials. “Each year, we challenge ourselves to explore new materials. Recently, we worked with Resilon Nylon—a recycled nylon yarn made from fishing nets—and introduced BioVeg™️, a sustainable biopolymer that serves as a leather alternative,” shared Omar. With this sustained commitment to quality and sustainability, Maison de Sabré carved out a niche, enabling them to reach their ambitious goals of becoming a notable player in the luxury goods space.
Retail Innovations and Strategies
Recognizing the limitations of an exclusively online existence, the brothers sought innovative avenues beyond traditional retail practices. As they re-entered the market post-pandemic, they initiated physical retail experiences. Notably, they hosted pop-ups in prominent locations such as Shibuya and Osaka, capturing the essence of the Maison de Sabré brand.
Transforming Retail Experience
Maison de Sabré sidesteps wholesale distribution, opting instead for a unique approach to retail. By using a concession model, they retained narrative control and personalized customer engagement. According to Zane, “We believe in crafting a unique customer journey that fosters richer storytelling.” A signature charm bar included in many pop-ups allows customers to personalize their bags, integrating a personal touch into the retail experience. As their growth trajectory reached an impressive 200% year-over-year over the past two years, their customer loyalty remained remarkably high at 95%, reaching consumers in over 70 countries worldwide.
Strategic Partnerships
Maison de Sabré has formed strategic partnerships with exclusive retailers, including Rinascente in Milan and Le Bon Marché in Paris. Their collaboration strategy further emphasizes their distinctive market position.
Establishing a Footprint in the U.S.
With insights from their previous successes, the brand entered U.S. retail with a flagship concession at Bloomingdale’s. Originally intended as a month-long pop-up, the concession has thrived for four months and continues to garner interest. Zane highlights their focus on quality partnerships, stating, “We aim to forge deep connections that maximize customer engagement.”
Digital and Celebrity Endorsements
In the U.S. market, online partners such as Nordstrom, Saks, and FRWRD facilitate the brand’s introduction to celebrity clientele, further elevating its status. Notable personalities, including Naomi Watts, Oprah Winfrey, and Halle Berry, have been spotted choosing Maison de Sabré products, a testament to their growing influence.
Collaborative Ventures and Nostalgic Inspirations
As summer 2025 approaches, Maison de Sabré is poised for new collaborations, particularly in the raffia material category. These will include special offerings at renowned locations such as Nikki Beach Club, with plans to extend into popular European destinations.
This innovative approach illuminates their commitment to co-branding, having previously partnered with iconic names like Disney and Hello Kitty. These collaborations frequently capitalize on nostalgia, tapping into emotional connections with consumers.
Creating Timeless Connections
“The partnerships we cultivate stem from a genuine passion for engaging consumers on a nostalgic level,” noted Zane. Their collaboration with Disney produced leather accessories featuring beloved characters, while the Hello Kitty partnership recreated artwork from classic children’s books into leather form. “We want to resonate with the child within while producing luxurious, meaningful products,” added Omar.
The Essence of Family and Quality
Despite their extensive travels and commitments, the Sabré brothers tether their brand to family values. “Every product carries our family name, representing a promise of quality,” Omar stated, emphasizing their desire to reshape the definition of luxury. “Consumers are increasingly discerning, realizing that true luxury derives from craftsmanship and attention to detail, not merely high price tags.”
Continuous Evolution of Luxury
Zane encapsulated their vision succinctly: “Our ongoing success stems from our dedication to timeless design and exceptional quality. Balancing vibrant aesthetics with affordability makes our offerings irresistible.” This philosophy resonates deeply with the brand’s ethos and consumer appeal, ensuring that Maison de Sabré will continue to thrive in an ever-evolving luxury landscape.