With a vision to become the first global Pakistani direct-to-consumer brand, Khaadi has crafted a new experiential retail concept in Lahore, Pakistan.
Opened in March 2023, the store encompasses four levels, totalling 24,000sq ft of retail space. The store spans fabrics, ready-to-wear, gifting, perfume, homeware, and a new F&B concept, Khaadi Kafe, to offer a complete shopping experience.
Shamoon Sultan, Founder and Chief Executive Officer 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 worked with Khaadi for over two years to cement the brand’s vision.
