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Ministry of Brands (MOB), an international off-price retail destination, has entered Pakistan with the opening of its first store in Karachi, offering consumers access to international fashion brands at substantially reduced prices. The official launch of the store was held at its outlet situated in DHA Phase VI.
The global brand retail destination features clothing, footwear, handbags and accessories for men, women and children, with merchandise from more than 2,000 international brands. The selection includes names such as Ferragamo, Ralph Lauren, Farm Rio, Tory Burch, Rag & Bone, On Running, HOKA, Air Jordan, Michael Kors, Karl Lagerfeld and Calvin Klein.
Speaking about the launch, MOB Director Noor Mandviwalla said the concept was developed around the idea of making international fashion more accessible. “I’ve always believed that style should be personal, not privileged.”
Noor said the brand was created to make discovering international fashion possible without the need for travelling abroad or spending a large amount of money.
She also highlighted the limited nature of much of MOB’s merchandise, saying that the changing selection gives shoppers an opportunity to find individual pieces rather than simply following widely available trends.
Co-founder of the company Yaseen Paracha said customers can now shop for their favourite authentic branded fashion products at significantly reduced prices locally.
Paracha said the company is directly buying from the brand, and “we have our own warehouse, so there is a supply chain of global brands at a retail store with affordable and reasonable prices”.
According to the company, products are offered at discounts of up to 90 per cent from their original retail prices. MOB operates on the off-price retail model, sourcing inventory through official programmes involving major retailers and department stores in the US and Europe.
The model allows the company to offer branded merchandise to consumers at lower prices than conventional retail channels. Unlike traditional stores, where collections generally remain available for an extended period, MOB’s inventory changes frequently, with new products arriving on a daily basis and limited quantities available for individual styles.
The company said that the constantly changing inventory is intended to create a treasure-hunt shopping experience, with customers potentially finding products that may not be available on subsequent visits.
The launch comes as Pakistani consumers continue to seek international fashion brands, particularly while travelling abroad. MOB aims to provide access to such brands locally, combining international merchandise with the convenience of shopping in Pakistan.
The Karachi launch represents MOB’s first entry into Pakistan. The company first launched in Sri Lanka this year and has subsequently begun expanding its presence across South Asia.
With its DHA Phase VI outlet, MOB is positioning itself within Karachi’s growing fashion and retail market, bringing an off-price format that is already established internationally to local consumers. The company said that further expansion in Pakistan is under way.
