The appointment follows the brand’s acquisition by The Brand Group in 2024
Roksanda has appointed Patricia Sancho as chief executive officer as the London-based fashion brand enters a new phase of growth under its new ownership.
Sancho is the first CEO appointed since Roksanda was acquired in May 2024 by The Brand Group, also known as TBG. Founder Roksanda Ilinčić will continue in her role as creative director. Sancho’s appointment is effective immediately, and she will report directly to the TBG board.
Sancho brings more than two decades of experience across luxury and premium fashion, with roles spanning the U.K. and continental Europe. Her background includes positions at Temperley London and Tempe, the footwear and accessories division of Inditex, as well as advisory work for a range of fashion brands.
In a statement, TBG said Sancho is “known for her ability to balance creative integrity with business vision,” and described her arrival as timely as the brand moves into its next stage of development.
Ilinčić said the appointment supports the brand’s long-term ambitions while safeguarding its identity. “As we evolve as a brand, staying true to our creative codes and values is essential,” she said,
Patricia brings strategic insight, commercial experience and a deep respect for creativity. I am very much looking forward to building the next chapter of Roksanda together.”
Sancho described the label as “one of the most original and emotionally resonant voices in fashion.” She added that her focus will be on driving growth while remaining anchored in the brand’s foundations. “My focus will be on driving thoughtful growth anchored in the brand’s core values — preserving its femininity, strength and emotion — while shaping a clear offering and business strategy for the future. This is about growing with intention and integrity,” she said.
TBG is a global brand development and operating group with offices in London and Hong Kong. The company focuses on scaling fashion and home brands internationally and describes itself as having a consumer-driven approach with experience across multiple disciplines.
Damian Hopkins, TBG’s CEO and cofounder, said following the acquisition last year that the goal was to secure the future of Roksanda while continuing to champion British luxury on a global stage. He added that the intention is to expand the brand’s reach while maintaining its existing customer base.
Hopkins, who has more than 25 years of experience in retail, specializes in manufacturing, supply chain management, and building consumer-facing brands. Other labels within TBG’s portfolio include Vivere, a contemporary womenswear brand founded by Savannah Miller, and Unhidden, an adaptive fashion label created by disability campaigner Victoria Jenkins.
Prior to partnering with TBG, Ilinčić had filed a notice of intent to appoint an administrator in early 2024, following financial pressures exacerbated by the collapse of Matches. The retailer’s administration left many brands with unpaid invoices and excess stock sold at significant discounts.
At the time, Ilinčić described TBG as a strategic partner aligned with the brand’s values and future direction. She said the group’s experience and commitment to British creativity would support Roksanda’s evolution while preserving its identity.
Roksanda remains a regular presence on the London Fashion Week schedule and is stocked by retailers including Net-a-porter, Harrods, Liberty, and Harvey Nichols. Known for its architectural silhouettes and expressive use of color, the brand draws inspiration from art, dance, and theater. Recent collaborations include projects with the Pulitzer Amsterdam hotel and & Other Stories.