Coventry University alumna and self-proclaimed “fashion addict” Zainab Maqsood had long been underwhelmed and uninspired by local firms’ designs.
Her father, Mian Maqsood Ahmad, started a major clothing company, Experience Group. Beginning in the garment sector in 1965, Experience Group has become a global market leader.
Zainab, who has worked in the RMG business since she was a youngster, feels that despite the success of Bangladesh’s garments industry, the local retail market needs more creativity and variety.
There is no denying that Bangladesh’s garment export market is thriving. But there isn’t much buzz about local shopping. Zainab made an interesting observation: “The existing companies are not particularly open to exploring new things or mixing with others..
After much deliberation, she launched Amira Apparel in 2020 as a fusion label specializing in ethnic wear.
It’s safe to say that local retail brands in Bangladesh have enjoyed a strong streak over the previous few decades, catering to the changing interests of the Bangladeshi people about apparel for both men and women, despite Zainab’s worries about innovation.
Many of the first wave of shops to promote Bangladeshi fabrics and designs to a developing middle class in urban areas were founded as social enterprises, and their namesake brands include Aarong, Kumidini, and Kanishka. The market expansion attracted increasing manufacturers, such as Cat’s Eye, Kay Kraft, Banglar Mela, etc.
It all started in 1998 when Giant Group, a significant clothing supplier, opened a Texmart store in Dhaka. Yellow, Beximco Group’s retail division, pushed things to the next level in 2004. According to Faruque Hassan, managing director of Giant Group, the local market was ready for fashion brands when they launched Texmart.
According to Sharifun Reba, director of the SaRa Lifestyle division, the company launched a new sub-brand called ‘DHEU’ in 2023 due to positive client feedback on the original SaRa brand. “The new brand is focusing on the tastes of young people who follow global trends in design,” said the designer. Her daughter, Saraf Saiyara, is currently running things.
Yellow’s foray into the domestic retail industry was driven by the company’s desire to cash in on the growing appetite for cutting-edge styles.
Thanks to their parent corporations ‘ support, the ability to experiment with new materials and methods is a major plus for these labels.
