Trade mission to Pakistan sews new connections

A renowned Pakistani fashion manufacturing giant is planning to expand operations in the UK Midlands following talks during a trade mission organised by Greater Birmingham Chambers of Commerce (GBCC).

Diners, the leading provider of family clothes and accessories, was established in 1990 and now operates throughout the world.

Following the trade mission led by GBCC president Nasir Awan, Diners are now looking at setting up a distribution centre in the Midlands as well as a chain of stores.

This was just one of the successes of the trade mission, organised in partnership with the UK government and High Commission in Pakistan and facilitated by the International Trade Centre (ITC).

A key part of the mission was to meet Pakistani businesses, in particular those led by women, and to show them how to access export opportunities in the UK.

Nasir said: "The UK is already Pakistan's largest export destination in Europe and the third globally, so we were able to build on those relationships and encourage new initiatives like those with Diners, who have created a £5m budget to support their UK ambitions.

"We also spoke to the Saphire designer women's clothing brand and they're also looking at establishing a store in the UK.

"We visited the cities of Karachi, Lahore and Sialkot and Chamber delegates had the opportunity to attend one-to-one business and networking meetings with potential suppliers."

During the visit to Lahore, the delegation visited a Women of the World exhibition, which was established as a result of Liverpool's City of Culture year.

Nasir said: "We were able to talk to several businesses, including many run by women, showing them how to export and underline how easy it is to do business with the UK."

In Sialkot, the delegation visited an exhibition organised by the local Women Chamber of Commerce and Industry and Anjum Khan, director of the Birmingham Chamber-based Asian Business Chamber of Commerce, opened the exhibition on behalf of the British High Commission in a ribbon-cutting ceremony.

Nasir said: "It was a great honour for us and particularly Birmingham Chamber to be part of an event which strongly promoted the interests of women in business in Pakistan.

"We were able to share our experiences of encouraging women entrepreneurs at an event which attracted thousands of local visitors."

Nasir, whose company Awan Marketing has been importing from Pakistan for many years, added: "The mission helped to strengthen bilateral trade relations between Pakistan and the UK. Several of our delegates had discussions about establishing supply chains with Pakistan."

Nasir was joined by representatives from four GBCC member businesses, as well as Anjum Khan and Greater Birmingham Global Chamber of Commerce president Mark Smith.
The delegation included Harvir Sahota, chief executive of West Midlands catering firm Mahirs Experience, Hasan Afzal Rana from carpet retailer SA Carpets Northfield, Aftab Chughtai, owner of independent nursery retailer Aftabs, and Neelam Afzal, Asian Business Chamber vice-president, employment solicitor and founder of Neelam's Boutique.

Neelam, founder and owner of Neelam's Boutique, established in last year, said: "My boutique is a premier destination for fashion-forward individuals seeking curated collections and personalised one to one service. We also sell fashion accessories and jewellery.

"Embarking on the trade mission was an enriching journey, where every connection made, and every insight gained propelled our business forward.

“Through this journey, we forged strategic partnerships, unlocked new markets, and solidified our position as industry leaders.

"The trade mission not only expanded our horizons but has opened opportunities to work with producing bespoke 'own label' fashion clothing. Relationships are being forged and new curated products being ordered in the coming months."

Pictured: Anjum Khan officially opens the We-Exhibit 2024 event of Sialkot Chamber of Commerce and Industry, which featured a drive to encourage Pakistani women entrepreneurs.