Khaadi (pronounced[kʰaːd̪iː]) is a Pakistani fashion and lifestyle brand, founded in December 1998. Its headquarters are 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] As of 2022, Khaadi operates 60 stores in 30 cities within Pakistan.[3]
History
Khaadi was founded in 1998 by Shamoon Sultan, and the first store was opened in Zamzama, Karachi 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 an 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
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]
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]
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 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.
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