Khaadi

Pakistani fashion and lifestyle brand

For the hand-woven cotton cloth, see khadi.

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Khadi

Trade name

| Khaadi
Company type| Private
Industry| Retail
Genre| Clothing
Founded| 13 December 1998 (25 years ago) (1998-12-13)
Founder| Shamoon Sultan
Headquarters|

Pakistan

Number of locations

| 63 stores (2022)

Area served

| Asia, Europe, Australia, America, Northern America and Middle East
Products| Textiles, Apparel
Website| www.khaadi.com

Khaadi (Urdu: کھادی; pronounced [kʰaːd̪iː]) is a Pakistani fashion and lifestyle brand, founded in December 1998. Its headquarters is located in Karachi.

As of 2015, it operates 46 stores in 17 cities across Pakistan and 17 stores across the United Kingdom and the GCC.[1][2]

Currently, Khaadi operates 60 stores in 30 cities within Pakistan.[3]

## History[edit]

Khaadi was founded in 1998 by Shamoon Sultan, and the first store was opened in Karachi's Zamzama in 1999.[4] Khaadi was originally a handwoven clothing brand. The brand then expanded to multiple stores within two years of its inception and introduced multiple product lines.[5]

By 2002, Khaadi expanded its product line to include women's ready-to-wear items and later ventured into women's luxury wear with Khaadi Khaas in 2008. The company transitioned into a fast fashion retail brand in 2012, introducing a range of colorful fabrics in response to evolving customer preferences.

Khaadi further diversified its offerings by introducing Khaadi Kids and Khaadi Home from 2012 to 2013, followed by the launch of Khaadi Fragrances in 2019, marking its transition into a comprehensive lifestyle brand.[6]

In 2016, Khaadi achieved significant financial success with a revenue of 16 billion, positioning itself as one of Pakistan's leading valuable companies.[7]

Architectural firm ASA played a role as interior designer for Khaadi stores in Pakistan, UK, and UAE until 2017.[8]

In 2020 the company enlisted Landor & Fitch's help in designing The Experience Hub,[9][10] which opened in December 2021. It is a 32,000 square-foot space in Karachi that functions as a retail space with its own cafe.

In 2022 IFC (member of the World Bank Group)[11] became the first investor with an equity of $25 million for a minority stake in Khaadi Corporation.[12] The funding has helped the company accelerate its growth by expanding its retail footprint and online global sales.

### International expansion[edit]

In 2010, Khaadi expanded internationally as it opened stores in the UAE \- first in Dubai and later in Abu Dhabi. In 2013, store launches were planned for the UK.[13]

In 2014, Khaadi opened a 1,630 square-foot store in Bull Ring, Birmingham at Bull Ring shopping centre and other locations in Westfield London and Westfield Stratford City, Birmingham.[14] The company proceeded in September 2015 to open a store in Highcross Leicester[15][16] and a 22,000 square-foot store at Karachi's Dolmen Mall Clifton.

## Brand identity[edit]

The word Khaadi is coined from the word Khaddi (pronounced [kʰaːdiː], Khādī), meaning handloom. The fingers in the original logo signified the weavers’ hands and the work that goes into the final product.[9]

* 1999

* 2010

* 2013

* 2018

* 2021–Present

## Collaborations[edit]

Esra Bilgiç X Khaadi[17]

Khaadi appointed Ertugrul Ghazi famed Esra Bilgiç (Khaadi x Esra) as the face of their brand for their television commercial. Khaadi represented Esra through their fashion as the woman of today.

Khaadi x Coke Studio[18]

Khaadi was the first Pakistani fashion brand in the world to create Coke Studio branded merchandise. The collaboration between Khaadi and Coke Studio was launched on 17 January in Pakistan, U.A.E, and Saudi Arabia.

Khaadi x Allure

Khaadi x Allure by Mehreen Tabani was a jewelry collaboration consisting of a selection of pieces fused with modern and cultural designs.

Khaadi x Esfir

Khaadi x Esfir was a jewelry collaboration offering timeless pieces based on contemporary styles.

## References[edit]

1. ^ "Khaadi comes Home to Lahore". Mehek Saeed. The Express Tribune. 8 June 2015. Retrieved 28 November 2015.
2. ^ "Khaadi The Brand". Style.pk. Retrieved 4 December 2014.
3. ^ Rehman, Rida (1 September 2022). "Khaadi Pakistan – Brand Story, Collections, Speciality and Much More". Startup Pakistan. Retrieved 1 June 2023.
4. ^ "Khaadi's multinational ambitions-Shamoon Sultan, CEO, Khaadi, on his vision for the brand and the future of prêt wear in Pakistan". Marylou Andrew. Dawn News. 1 September 2015. Retrieved 28 November 2015.
5. ^ "Khaadi the label". BestoStyle. 10 July 2014. Archived from the original on 17 November 2014. Retrieved 5 December 2014.
6. ^ Story, Brand (September 2022). "Collections, Speciality and Much More". Startup Pakistan. Retrieved 1 September 2022.
7. ^ Tirmizi, Farooq (25 September 2017). "Pakistan's first fashion billionaire?". Profit by Pakistan Today. Retrieved 13 January 2023.
8. ^ "Khaadi Retail Project-Interior design, coordination and top supervision". Arshad Shahid Abdulla. Archived from the original on 8 December 2015. Retrieved 28 November 2015.
9. ^ a b Hasan, Taniya (28 December 2021). "Hit Refresh: Khaadi's Brand Asset Transformation". Aurora Magazine. Retrieved 20 October 2022.
10. ^ "Khaadi is Wild About you and the New Experience Hub proves it". H! Pakistan. 15 December 2021. Retrieved 20 October 2022.
11. ^ "Khaadi announces $25mn investment from IFC". Profit by Pakistan Today. 27 May 2022. Retrieved 20 October 2022.
12. ^ Tanvir, Saad (27 May 2022). "Khaadi announces $25mn investment from IFC". Profit by Pakistan Today. Retrieved 13 January 2023.
13. ^ "Khaadi to open six regional stores in 2015". Drapersonaline. 5 December 2014. Retrieved 28 November 2015.
14. ^ "Khaadi the fashion brand". Ufaq Ahfaque. Brandsynario. 2 July 2013. Retrieved 5 December 2014.
15. ^ "Khaadi steps out in London". Aisha Jamil. 4 January 2015. Archived from the original on 8 December 2015. Retrieved 28 November 2015.
16. ^ "Bullring move for Pakistani retailer Khaadi". Graeme Brown. Birmingham Post. 18 December 2014. Retrieved 28 November 2015.
17. ^ "One Piece, Three Ways". The Express Tribune. 19 February 2021. Retrieved 20 October 2022.
18. ^ Team, Sunday (18 January 2022). "Music Meets Fashion As Coke Studio And Khaadi Unite". Sunday. Retrieved 20 October 2022.

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