Pakistani Fashion Brand Khaadi Makes U.S. Debut

After 25 years of global success, Khaadi is entering the U.S. market. The Pakistani fashion brand opened its first American store in February at Virginia's Tysons Corner Center. They followed the success by opening a second location in Houston's Galleria mall in June.

Khaadi's story began in 1998 when Shamoon Sultan started selling handwoven clothes in Pakistan. It has since grown to include ready-to-wear, kids' clothing, and home goods.

Khaadi's CEO of international business, Rehan Syed, is stoked about their U.S. adventure and called the D.C. area opening "a significant milestone", adding that the U.S. is now "one of its primary markets for the coming years."

Despite slowing down clothing purchases in the country, international brands still see America as a land of opportunity. Eric Lestin from Cushman & Wakefield, Khaadi's real estate guru for North America, explaines why: "The international interest in the U.S. is widespread, our populations in the major cities have become more diverse, we have people coming from all over the world to be educated in our universities, and they like it here and they stay.”

The brand's expansion comes as U.S. mall owners are on the hunt for tenants that mirror America's changing face. Sudip Mazumder, a retail expert at Publicis Sapient, noted that Khaadi's focus on handcrafted styles and eco-friendly materials reflects current consumer trends.

As of 2024, Khaadi has over 50 stores worldwide, including spots in the UAE and UK. What's next? The brand is now eyeing New York City and Chicago for future stores. And Toronto is likely to host its first Canadian location.

As Khaadi joins other foreign brands like Primark and Uniqlo in their American adventure, U.S. shoppers are in for a treat, getting new styles and more shopping options.

Mazumder sums it up: "The more these brands come in, there will be more choices for consumers, and I think it's going to help shake up the retail sector, because it's kind of getting stale — a lot of the department stores are closing down.”