Sefam to launch 200 stores in India

Keeping the huge fan-following and popularity of Pakistani embroideries among

 Indian fashionistas in mind, Pakistan-based fashion house Sefam, which already has a store in Delhi’s Greater Kailash market, is planning to expand its reach. It will launch 200 stores in India in the next five years. “Owing to impressive demand for Pakistani dress material in India, we are targeting at significantly strengthening our presence in the country through a dynamic product range,” Zain Aziz, international business head, Sefam, said in a statement. “From dress materials to ready-to-wear, we are planning to launch our collection in more than 200 brand stores in Delhi, Mumbai, Chandigarh and Ludhiana by 2015,” added Aziz.

Sefam, established in 1985, participated in the Lifestyle Pakistan Expo in New Delhi, which had 93 designers from across the border. The brand has its retail presence in over six countries, including Norway, Canada, the UAE, Britain, and Malaysia. They are also opening their stores in Saudi Arabia and Kuwait soon. India too has shown great prospects for the brand.

“From a market opportunity perspective, the India fashion industry is growing in double digits, thereby offering Indian and foreign retailers a huge business opportunity,” says Aziz, who feels Pakistani embroidery is a huge draw for India’s fashion-conscious people. “We are delighted to see tremendous amount of interest for Pakistani fashion and traditional embroidery work in India, which brings us to the country,” Aziz said.

The brand not only deals in contemporary ready-to-wear and couture lines, but also in home textiles. The other labels from Sefam include Bareeze, Chinyere, Kayseria and Rang Ja.