GENERATION DEBUTS ITS HIGH-STREET FASHION ONLINE ON Daraz.pk

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Generation debuts its high-street fashion online on Daraz.pk


Generation, the top retailer of prêt-à-porter in Pakistan, has gone online exclusively on Daraz.pk, the country’s leading ecommerce destination.

KARACHI, OCTOBER 28, 2014: Daraz.pk, Pakistan's leading ecommerce destination has expanded its wide assortment of local and international brands with the addition of the local high-street fashion brand “Generation”. Owing to its huge success since bursting onto the scene in the 1980s, with its iconic ready-to-wear collection, Generation now plans on bridging the gap in the tier two and three markets, by taking their entire product portfolio online on Daraz.pk. The move comes as part of the company’s business strategy of aggressive expansion in the country. 

Speaking on the occasion, Farees Shah, Cofounder Daraz.pk said, “We are extremely excited to have partnered with Generation, the pioneer of prêt-à-porter in Pakistan. It is a very strong addition to our wide assortment of local and international brands. In our constant endeavor to bring the finest brands closer to our wide fashion conscious audience, this partnership has further strengthened our offerings as a complete collection of all leading fashion brands in the country and will benefit both the brand and its patrons. We expect a phenomenal response to the launch of Generation on Daraz.pk thanks to its strong brand appeal and our wide nationwide reach.” 

Ecommerce in Pakistan has taken a huge step forward in the past two years, owing to the significant rise in the number of internet users and growing acceptability of online payments. Daraz.pk is the leading fashion and electronics destination catering to the aspirations of modern Pakistan. The website offers latest trends and styles and a plethora of life and style brands at a click. Hosting over 400 local and international brands, the online portal offers its users more than 15,000 unique products to choose from.

Speaking about the collaboration of Generation with Daraz.pk, Khadija Rehman, Director of Generation said, "We are thrilled to enter such a competitive and growing market of ecommerce. Through Daraz.pk, we wish to provide an online shopping experience to all our Generation customers, especially those who have little access to our physical stores. We chose to partner with Daraz.pk as they are the most trusted ecommerce portal in Pakistan and have established themselves as the leading life and style destination.”

ABOUT DARAZ.PK
Incorporated in 2012, Daraz.pk is an online shopping portal featuring apparel, accessories, shoes and beauty products for both men and women, as well as a wide variety of electronics. Daraz.pk currently offers a portfolio of over 400 brands and 15,000 products and hosts 1.3 million visitors on its website, every month. Headquartered in Karachi, it has delivered both internationally, as well as to over 200 cities in Pakistan. Daraz.pk is part of the Asia Pacific Internet Group (APIG) which supports some of the leading internet companies in the region. Founded by Rocket Internet in 2014, the APIG’s mission is to promote innovation and entrepreneurship throughout Asia and the Pacific and to support the development of a vibrant online culture. APIG’s network currently consists of 10 companies, which are operating in 15 countries.

ABOUT GENERATION
GENERATION was incorporated in 1983 when the need for smart dressing set the ideology behind GENERATION – to provide a distinct style of designing, attractive and comfortable clothing and a one-stop solution. GENERATION apparels illustrate graceful silhouettes, fluid lines and modern cuts, making comfort its top priority. The clothing range is divided into six lines; WOMAN, FORMALS, CLASSIC, BASIC, COTTAGE and G2 line for the new GENERATION.

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