Local brand Khaadi to open two stores in London’s busiest shopping malls. PHOTOS: PUBLICITY
Pakistanis living in London may have already spotted large hoardings at two of the city’s major malls, Westfield Stratford City and Westfield London, bearing witness to the fact that the much-loved local brand Khaadi will soon be opening in UK’s capital. While there is no exact date yet, it is expected to open around December 13, well in time for Christmas shopping.
According to CEO Rehan Syed, Khaadi’s first choice for an international location was the UAE as it was closer to home, but seeing the huge Indian and Pakistani community in the UK, it felt like the right step to take. However, it is not just the desi community, but the British one at large that they want to target.
“When you go international, you need to cater to international requirements. We will keep the more ethnic, Pakistani stuff but we will also have fusion clothing,” he said.
Another factor that proves it is not just the South Asian diaspora that is being targeted is the fact that Khaadi decided not to focus on desi-central areas like Green Street, where it would have been cheaper to open a store. Instead, it went to big malls that cater to a wider market.
Khaadi already plans to open more outlets in London in the future. “We are not doing this on an ad-hoc basis, we have done our research and identified the right partners and are definitely looking at more than two stores,” said Syed. He also added that he is very excited about the initial response received on Facebook over the news of stores opening in London, saying that it is encouraging and makes him confident of the stores’ success.
According to Eloise Berry, the HR Manager for Khaadi International, they have strived to keep the branding similar so that “you know you’ve walked into a Khaadi store… It should be the same experience.”
Khaadi is also opening a store at the Pavilion in Kuala Lumpur’s on November 29.
Published in The Express Tribune, November 27th, 2013.
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My favourite store when I lived in Islamabad. Carol
@haroon: yes brother i can help u ...plz
@Arsie: Westfield Stratford in London is usually referred to as "Westfield Stratford City." I know it because I live in that area and collect my online orders from Westfield Stratford City.
I like khaadi.beacuse it has good variety of kurta,s.When they gonna open thier outlet in london, kindly announce the opening date thanks
It's good to see that 'Made in Pakistan' brands are making their ways in other countries. I believe this will help boost our economy to manifolds.
@Tanzeel: I know I always confuse London Stratford city with Stratford upon avon which is a district or 'City', a different place altogether. I was trying to clear the confusion between the two and ended up confusing my self and the readers. Apologies.
Khaadi is already in malaysia, saw the shop in berjaya times square or sunway pyramid mall in kuala lampur.
@Arsie Genius thought, but actually "Westfield Stratford City" and "Westfield London" are actual names of two shopping malls. Just saying.
Good news, Looking forward for one in Paris too. I used to wear Khaddi outfit in Pak. That are great brand!
@DON...No! Business News.
Both Westfields are located in London. One in Stratford where the Olympics took place and the other in Shepards Bush that falls in zone 2. Stratford is the name of town in London just like surbiton or north greenwich. There's no Westfield in Stratford City/ Stratford upon Avon. Cheers
Great news and congrats to Pakistani companies.