Clothing brand Kaiia is online on Public Desire

The fast fashion womenswear brand, made in Leicester and Pakistan, launched direct to consumer via its own website in September, as Drapers exclusively revealed.

Kaiia is aimed at the student market and young women between the ages of 16 and 35. Retail prices will range from £5 for a bralet to £15 for joggers.

Public Desire said sales have been strong and “increasing week by week, with customers saying they like being able to shop the brands on one site rather than two.”

Qasim Akhlaq, Managing Director of Public Desire, said: “We had a very positive reaction to the launch of Kaiia The Label. Our customers have appreciated the quality of the items as well as the affordable price. As a new brand, it can be hard to showcase quality, but we’ve had amazing feedback from customers and influencers.

“We launched bags earlier this year on Public Desire and saw an incredible response from our customers, so the next natural step was to bring Kaiia on board.

“It works in terms of sales because customers can shop their entire outfit, including shoes and bags, in one place. It also works really well on our social media because we can use both brands for styling. customers can see the full look.

He added, “Kaiia and Public Desire are focused on providing affordable and trendy products to our customers. We have some exciting collaborations and partnerships confirmed for the rest of the year, which we can’t wait to reveal. We are always listening to our customers to find out what they want from us next.

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