Retail in Asia


Pakistan’s Khaadi brings direct-to-consumer ambitions to life with new mega store

With a vision to become the first global Pakistani direct-to-consumer brand, Khaadi has crafted a new experiential retail concept in Lahore, Pakistan.

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Opened in March 2023, the store encompasses four levels, totaling 24,000 square feet of retail space. The store spans fabrics, ready-to-wear, gifting, and perfume, to offer a complete shopping experience.

Source: Khaadi

Shamoon Sultan, founder of Khaadi, describes the brand’s target market: “The Khaadi woman is multi-faceted, independent and progressive, but always respectful of traditions. She expresses different sides of her personality and individuality through her fashion and is always willing to evolve. The Khaadi customer is excited about recent fashion trends and wants to buy fashionable clothes and accessories at an affordable price, and Khaadi gives them that spectrum to choose from.”

Helping bring the store to life, brand transformation agency Landor & Fitch has worked with Khaadi over the past two years to cement the brand’s vision.

Source: Khaadi

“Khaadi’s founder Shamoon [Sultan] was always clear on his vision to create an experience that celebrates Pakistani culture whilst empowering women to express themselves through fashion,” says Apolline Picot, creative director for experiences in Singapore and India at Landor & Fitch. “The Khaadi brand continues to evolve to meet the needs of the multi-faceted and ever-changing personality of the new generation of women in Pakistan.” 

Khaadi also recently launched a nonprofit platform, Kreate Your Mark, for women entrepreneurs, seen to create future supply chain options for Khaadi.

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“The impetus to launch this platform centres around economic independence for women and a belief that not everyone will champion and understand their dreams. I wanted to celebrate entrepreneurial spirit and provide women with an opportunity to not only connect with the customer, but also other incredible women who aspire to join their journey,” Sultan says.