The fast fashion women’s clothing brand, which will be manufactured in Leicester and Pakistan, will target mainly the student market and young women between the ages of 16 and 35. The company focused on trendy basics, such as dresses, t-shirts and casual wear. Retail prices will range from £ 5 for a bralet to £ 15 for joggers.
Kaiia will launch direct-to-consumer sales through its own website in September, with an “aggressive number of options” and new products falling every week. Plans are already underway to launch new categories in Spring / Summer 22.
A wholesale strategy will also be developed post-launch, including a potential expansion of Public Desire’s already existing Asos partnership.
At the same time, to coincide with the launch of women’s fashion, Public Desire will move to a new, larger headquarters in September, to house the additional buying team that has been put in place to help launch the brand.
Qasim Akhlaq, Managing Director of Public Desire, told Drapers: “We are launching this brand with an aggressive marketing plan. We truly believe that with our amazing prices and quality we can successfully develop the brand over the years.
Public Desire opened its first store last month, in Al-Nakheel Mall, Saudi Arabia. It was opened by the Saudi franchised retailer Alhokair.