History

The business was started by two young women, Sana Hashwani and Safinaz Muneer in 1989 with seed investment of a few thousand rupees. The brand is one of the best brands in the clothing industry in Pakistan..^[1] Back in 1989, it was difficult for women to participate in workforce or become entrepreneurs or become fashion designers. People felt sorry for women who work in the industry. They both started the business with attention to provide haute couture for Pakistani clothing industry but later switched their business to pret as pret is in high demand in Pakistani industry.^[2] In start, there were few tailors with few thousands in their bag and can never imagine that their business will grow and spread in whole of Pakistan.^[1] Now both are married and well settled.^[1]

Growth

In October 2017, it was reported that Pakistan is one of the countries whose middle class is growing speedily. It is among the 18 largest countries of the world by middle class number. It is expected that Pakistani middle class will continue to grow as their population increases. With that number in mind it is one of the attractive markets in the world.^[3] Most of Pakistani businesses are trying to target that middle class and same is true for Sana Safinaz.^[1] They switched from couture to pret and made their clothes cheaper so they can increase their sales and therefore revenues.^[2] This enabled their business to grow from small shop with few tailors to one of the largest retailer in Pakistan