After its successful venture with Elan this summer, Kamal Limited has decided to bring its export quality products to the local market. While the company primarily manufactures textiles including bed linen and apparel for retail outlets such as Macy’s and Ralph Lauren, it launched its first Pakistan-based retail outlet with a brand new lifestyle store, So Kamal, on Tuesday.
“Kamal Lawn by Elan was our first endeavour to extend this ethos towards the Pakistani market. It was the success of this first venture of ours which galvanised us to launch our first stand-alone retail outlet,” said Erum Kamal, director of the brand.
So Kamal is bringing together a collection of prêt, luxury prêt and unstitched embroidered fabrics along with home supplies such as bed linen and accessories all under one roof. “We at Kamal Limited strongly believe in quality and innovation,” added Kamal, saying that it will not be difficult to maintain quality standards at their new store, due to their existing high thread count protocol for their export line.
These value-added products are not just plain printed sheets but rather an entire concept for your homes. There has been some interesting use of fabrics such as cushion covers made out of jute and digital-printed satin. “Textiles and accessories will continue to be outsourced, and will soon be on the market for sale,” Kamal told The Express Tribune.
So Kamal focuses on intricately detailed embroidery on fabrics such as chiffon and cotton that are available both unstitched and ready-to-wear as part of their clothing line. The prêt-a-porter collection draws inspiration from eastern traditions, including designs such as boat necks, kimono sleeves and draped asymmetrical hemlines which are further accessorised with brochettes. These designs are also inspired by African geometric motifs and floral prints. The bed linen line has been worked on with pastels and neutral chalky designs.
Even though the company has launched a home store, more commonly known as a lifestyle store, the focus ironically, remains on their clothing line. However, as they expand, a wider range of bed linen and children’s wear is expected. Situated in a residential area in Gulberg, the location is ideal for attracting housewives determined to make their homes more delightful and comfortable.
Published in The Express Tribune, July 20th, 2012.