Our Heritage Inspires Us

Our History

In 1984, Hamid Zaman founded SEFAM, as a company that would launch some of the most coveted and respected fashion brands of Pakistan, including Bareezé, Minnie Minors, Leisure Club, Kayseria, Shahnameh and many more.
The unifying vision behind all of SEFAM’s brands, has always been to provide textile solutions, of international quality standards, to the ordinary Pakistani consumer, of all ages and backgrounds.
When SEFAM was founded, homegrown textile retail brands were few. Fewer still, were high-end, high-quality brands. We proudly consider ourselves trailblazers in this regard; we took a chance, against all the “good advice to the contrary”, and History helped us prove all the naysayers wrong. Today, SEFAM’s brands are trusted and sold across Pakistan, the Middle East and beyond, to generations of satisfied shoppers.

Mission Statement

We are committed to building an enduring and principled global family business that is known for its professionalism, innovation, and excellence. We believe that by creating value for individuals, the family, stakeholders, and the country as a whole, we can help elevate Pakistan and its reputation on the international stage.


To be a world-class textile solutions provider, by leveraging our global positioning, and to create strong growth potential, thereby increasing value for our shareholders.



We are the pioneers of brand building in Pakistan, with 40 years of experience in fashion retail, where we have built brands that are celebrated for being fashion-forward, quality-conscious and which provide unbeatable value for money.
We prioritize local craftsmanship and marry it with an amalgam of international design trends along with the aesthetic savvy of Pakistan’s rich and diverse, textile culture.
Our commitment to only providing the best to our customers, and to give back to the country that has given us so much, means that we are always learning, always improving, and always looking for initiatives that uplift, educate and facilitate those who live on the margins.