BEXIMCO making its clothing and lifestyle brand YELLOW globally available


05-September-2018  |  5 mins read

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Gone are the days when garment manufacturers in Bangladesh used to be just exporters. With changing times, many renowned individual and group companies have forayed beyond just making and exporting garments to offer their own label of clothing.

Founded in 1970s by two brothers, Ahmed Sohail Fasiur Rahman and Salman Fazlur Rahman, BEXIMCO Group is one such name which is living up to its corporate mission of ‘Taking Bangladesh to the world’ by presenting its own brand of clothing named YELLOW.

One of the trendiest fashion brands from Bangladesh distinguished for its true international- quality designs and fabrics, YELLOW started its journey in 2004 and today boasts of 19 stores across Bangladesh and Pakistan, and a 24/7 online store.

“YELLOW is spreading out in quite a big way. Starting as a clothing line, it has now developed into a lifestyle brand. We have recently opened another flagship store of YELLOW in Gulshan, Dhaka. Our YELLOW store in Dhaka’s Dhanmondi is the biggest in the country so far. It’s a lifestyle shop that covers all the segments including men, women, children and home textiles, to cater to all economic sections of the society. This store also has three restaurants namely Yellow Café (with live bands performing Western music once a week), a fine-dining Chinese restaurant and the rooftop café named Chaiwala that provides all famous street food served elegantly in a decent environment and nice ambience. The entire shop is built on an area of 40,000 square feet,” explains Syed Naved Husain, CEO of BEXIMCO speaking to Apparel Resources, describing how YELLOW (product line includes a wide range of fashion clothing, fragrance, accessories for men, women and children, textiles for home decoration, ceramic items, paintings, books, and many more) has spread its wings far and wide in Bangladesh.

Catering to globally renowned brands including BT, Chevron, Calvin Klein, H&M, JC Penney, Macys, Zara, UNICEF, Royal Doulton, Villeroy & Boch, etc., through its garment export arm, BEXIMCO is now planning to take its baby YELLOW to the global community.

“In Bangladesh, YELLOW by far, is the number one brand. We are now partnering with Amazon Global to take the brand to the global consumers. Very soon you will find YELLOW Ethnics in India as well. We have a design studio in Karachi with 35 designers including one from Mango to come up with innovative and original creations. In future we might also tie up with Indian retailers to make available our brand in store format as well,” maintains Husain.

Driven by its desire to present an entire collection, BEXIMCO has also partnered with groups like Parkson, Mitsui, and CTG Group to take its brand to the far East.

Syed Naved Husain, CEO of BEXIMCO

“We have also come up with a new office in Times Square in New York, which will work towards design development, marketing and branding of our products. Though basically the new office is meant for our export side of business but in the changing scenario, all other businesses including our brand are getting connected. We are also partnering with Dish and Duer in Canada to present functional trousers manufactured in Bangladesh,”concludes Husain underlining the company’s rock-solid intentions to establish YELLOW as a globally renowned brand in the days to come.

Encompassing one of South Asia’s largest vertically-integrated textile and garment companies that manufactures cotton and polyester blended garments for men, women and children, both for domestic and export markets, BEXIMCO has diversified into other businesses over the years including marine food, trading, real estate development, hospitality, construction, information and communication technologies, media, ceramics, aviation, pharmaceuticals, financial services and energy, employing over 60,000 people worldwide, which makes it the country’s largest employer in the private sector.

BEXIMCO is also the largest exporter of pharmaceuticals in Bangladesh with presence in 45 countries while the ceramic division of the group is the largest ceramics exporter from Bangladesh.

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