People don’t need to know about me, they need to know about my brand, says Khaadi kingpin Shamoon Sultan
“We’re creating history,” declared Shamoon Sultan on social media, just a few days before his mega-store launch in Karachi’s Dolmen City Mall.
Spanning 22,000 square feet of quintessentially earthy wooden interiors, the store is stated to be the first of its kind. Winding through widely-spaced partitions, it encompasses the many brands that together make up Khaadi: unstitched cottons, women’s prêt, luxury-pret, menswear, children’s wear and home accessories.
Shamoon may have created history with his new store but in actuality, he has been making it for a long time now. Starting off with a single store in Zamzama way back in 1998, he now has a retail phenomenon on his hands. Internationally, he has spread his feelers to the UK, Malaysia and the UAE. Within Pakistan, he has enamored quite a clientele, paving the way for high-street fashion and taking over a huge chunk of the market. Even in cyberspace, he’s cashing in big time with the web-store slowing down to a crawling pace due to an overload of visitors every time there is a sale or a new collection launch. Today, there are a whopping 39 stores dotted about the country. The most recent one opened a day after the launch of the mega-store, in Rahim Yar Khan.