In this Q&A with Ragtrader, Maison de Sabré co-founder Omar Sabré unpacks how the brand scores collaborations with top companies such as Disney and Japan’s Sanrio, and what’s ahead for his luxury brand.
You’ve scored some great collaborations with top companies in recent years. How do you do it?
Securing partnerships with global names such as Disney or Sanrio [Hello Kitty owner] requires more than just creative alignment – it demands a shared vision, authenticity, and intense collaboration from both parties to challenge conventional thinking.
Our collaboration with Disney in 2022 began with identifying a shared narrative – merging Disney’s character nostalgia with our savoir-faire. The vision was to present the original Sensational Six in a way that allowed our customers to carry them wherever they went, embedded in our signature leather Phone Case.
We wanted to showcase our capacity for innovation within the collaboration and created an incubator-like environment with our global materials and production teams, alongside Disney’s product teams, to develop an entirely new technique for transferring artwork onto leather goods.
The process took almost a year from the initial meeting to final execution and involved our product, design, legal, and marketing teams working hand in hand with Disney.
We have been incredibly fortunate to have opportunities presented to us by Disney, Sanrio and Mr Men. & Little Miss.
Each partnership is an opportunity to push the boundaries of craftsmanship and design, developing new techniques that allow our products to connect uniquely with our community.
Most recently, our collaboration with Mr. Men & Little Miss felt like a natural fit - it carries multi-generational appeal, a playful spirit, and a vibrant use of colour that aligns perfectly with our brand DNA.
Licensing remains a key driver in our global growth strategy, enabling us to expand our creative positioning while crafting products that aren’t just purchased but collected, cherished, and serve as a tangible reminder of special moments.
Building trust and nurturing relationships through open communication is fundamental, as is the willingness to remain agile and solutions-oriented (as things rarely go according to plan) while collaborating at every step. Most importantly, the art of storytelling lies at the heart of these partnerships.
You've also made some moves in the live consumer space in Tokyo and Paris. Are you planning more shifts in retail?
Our activations in Tokyo and Paris mark Maison de Sabré’s evolution from a digital-first brand to an experiential luxury brand. These in-person events allowed consumers to immerse themselves in our world and experience our craftsmanship firsthand.
Looking ahead, we plan to continue exploring experiential retail through curated pop-ups, workshops, and events in key global cities. These activations will further our strategy of creating connected experiences – bridging our digital campaigns with the tactile, emotional connection that only in-person encounters can provide.
The overwhelmingly positive reception to our Paris and Tokyo pop-ups has reaffirmed our global resonance and the demand for deeper brand interactions.
Why the focus on overseas markets and not Australia where Maison de Sabré was founded?
Our focus on international markets is strategic and sequential, guided by our vision to build a globally recognised maison that showcases Australian craftsmanship and innovation to the world. Australia has always been the first market to receive our experiences and innovations – such as the Maison de Sabré Atelier, which we launched in 2024. Australian media also receives exclusive access to the brand through our annual press days.
Our North American, European, and Japanese markets present exciting opportunities for growth and brand reach, particularly in regions long dominated by legacy brands. Maison de Sabré has been incredibly well-received on a global scale, and we know firsthand that our Australian community takes great pride in the brand’s accomplishments.
As an online-heavy brand, what are the key ways Maison de Sabré is connecting with consumers in the digital space?
Digital storytelling is a cornerstone of our customer engagement strategy. Through rich content, behind-the-scenes insights, craftsmanship videos, and tailored campaigns, we create a deeply personal experience across all digital touchpoints.
Our focus on community-building is reflected in direct engagement via social media, live chats, and email – but more importantly, in our extreme transparency, fostering meaningful dialogue with our customers. We are also investing in AR and VR technologies to offer immersive, interactive shopping experiences.
We’ve made strategic investments in AR technology, particularly for our Travel Collection, to elevate the shopping experience. Partnering with a specialist team in France, we developed an immersive 3D model of our luggage, allowing customers to interact with it in augmented reality – viewing every detail, opening compartments, and even placing it within their own home environment.
Early results indicate a positive impact on conversion rates, particularly for high-ticket items. The ability to explore the product in such depth gives customers confidence in their purchase, bridging the gap between digital and physical retail. It’s a step towards the future of home shopping.
Looking ahead, we see significant opportunities in leveraging AI to create hyper-personalised journeys, allowing us to curate individualised product experiences at scale.
How do you see the future of luxury accessories evolving in 2025 and beyond?
The future of luxury is simple: it must stay true to the definition of the category. Luxury is defined by a relentless and unwavering commitment to innovation, craftsmanship, quality, and materials. It’s the maniacal pursuit of excellence—something that will never be a fleeting trend and something we do better than anyone else.