Shamoon Sultan
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Shamoon Sultan is the Founder & CEO of Khaadi, one of Pakistan’s most successful and respected fashion retail companies.
Since founding Khaadi in 1998, Shamoon has overseen a fast-growing portfolio that includes Khaadi and Chapter 2. He has won numerous industry awards, including Lux Style Award for High Street Band and an Achievement in Fashion Design – Prèt Award. He has also been nominated for various categories at Lux Style Awards.
Shamoon’s vision was to revive the ancient craft of handloom and reinterpret it within a more contemporary and fashion-focused context. His innovative retail strategy and response to trends and consumer demand have turned Khaadi into a global fashion retailer with over 60 stores in locations such as Pakistan, the UAE and the UK. The company offers a wide range of products, including Ready To Wear, Fabrics (Man and Woman), Accessories, Bags, Shoes, Fragrances and Home goods.
Early life and education [edit]
Shamoon was born to a Muslim family and earned his undergraduate degree in Textile Design from Indus Valley School of Art and Architecture. He specialized in the craft of handloom and the process of weaving.
Khaadi [edit]
In 1997, Shamoon’s visit to India strengthened his passion for reviving the craft of handloom in Pakistan. He said, "I went to India a couple of times where I saw a lot of craft being promoted through retail. There was absolutely nothing of the sort in Pakistan so I thought let's give it a try. I didn’t know how it was going to happen, but I just had faith in the product and what I was doing."
In December 1998, he opened his first shop in Karachi's Zamzama and received widespread acclaim within two weeks. He told Dawn News, talking to Dawn News, "We started getting feedback from day one. We were stocked out in two weeks and had to shut down the store."
By 2002, the brand was making women’s ready to wear and soon expanded into women’s luxury wear with Khaadi Khaas in 2008. In 2012, Khaadi changed to a fast fashion retail brand, evolving with customers and introducing colourful Khaadi Fabrics. With the launch of Khaadi Kids and Khaadi Home in 2012-2013, Khaadi Accessories in 2016 and Khaadi Fragrances in 2019, Khaadi became a lifestyle brand.
In 2010, Khaadi expanded internationally by opening stores in the UAE first in Dubai and later in Abu Dhabi. In 2013, after global success, stores were planned in the UK.
Year after year, through his impeccable business acumen, Shamoon continues to revolutionize the store experience in Pakistan. In December 2021, a massive 32,000 square foot store called ‘The Experience Hub’ opened in Karachi’s Dolmen Mall, marking the beginning of the brand’s reinvention.
In addition to his role as CEO of Khaadi, Shamoon’s industry expertise and unique skill set have led him to serve on the Government of Pakistan’s Advisory Committees on Heritage and the Expo 20/20.
Kreate Your Mark
In 2022, Shamoon Sultan founded Kreate Your Mark, a non-profit platform that aims to accelerate economic empowerment for women entrepreneurs in Pakistan by providing support to build necessary business acumen, and connecting and collaborating with others.
Women entrepreneurs are to receive 100% of the sales contribution from their product line and free access to dedicated spaces at the heart of the Experience Hubs and Centers in Karachi, Lahore and Islamabad. This will give women the opportunity to not only connect with the customer but also other incredible women who aspire to join their journey.
Personal Life
Shamoon Sultan is married to Saira Ruth Shamoon, whom he met at Indus Valley School of Art and Architecture. She joined Khaadi in 2002 and is now the Chief Creative Officer, leading the creative department.
References
https://weaves.com/leadership/details/shamoon-sultan
https://www.somethinghaute.com/chapter-2-turns-1-and-heres-what-its-done-for-fashion-in-a-year/
https://dailytimes.com.pk/446000/pride-of-pakistan-shamoon-sultan/
https://www.drapersonline.com/news/khaadi-to-open-six-regional-stores-in-2015
https://tribune.com.pk/story/899956/khaadi-comes-home-to-lahore
https://style.pk/tag/khaadi/
https://www.business-live.co.uk/commercial-property/bullring-move-pakistani-retailer-khaadi-8233927
https://aurora.dawn.com/news/1141216/khaadis-multinational-ambitions
http://newslinemagazine.com/2003/06/interview-shamoon-sultan/
https://www.beststylo.com/khaadi-summer-lawn-dresses-volume-2-for-women-2014/
https://tribune.com.pk/story/861253/the-rat-race-to-london-khaadi-strides-ahead/
https://www.glossetc.com/a-new-khaadi-a-new-retail-landscape-but-will-this-lead-to-a-market-takeover/
https://images.dawn.com/news/1186330
https://web.archive.org/web/20140819125919/http://www.dailytimes.com.pk/entertainment/12-Aug-2014/nominees-announced-for-2014-lux-style-awards
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