DHEU aims for global reach after local success with Western fashion

DHEU, which, for the first time, introduced apparel catering to customers with a preference for Western-style fashion in Bangladesh in early 2023 and gradually expanded its outlets from Dhaka to other major cities across the country, now wants to sell its products outside the country.

"Our goal is to gradually establish this brand internationally, including in Europe and other regions. Through this brand, we will be able to sell clothing in those countries, and it is achievable. However, before that, we want to further expand the market in Bangladesh," Saraf Saiyara, CEO of DHEU, told TBS in an interview recently.

She said, "Currently, the local clothing brands in the country primarily design their products based on the preferences of local customers. In recent years, global brands like Puma, Nike, and Adidas have opened outlets, but they mostly sell limited designs. Although some outlets in the capital offer clothing from foreign brands, their prices are quite high.

"The demand for Western-style clothing is increasing day by day, but it's not widely available. Although some stores offer foreign clothing, their prices are high compared to the standard in Bangladesh. Keeping these customers in mind, we are trying to provide quality or relatively higher-quality products at affordable prices. We are receiving a good response as well."

Explaining this, Saiyara said, "At Dheu, our clothing items are priced between Tk1,000 and Tk4,000, while the same products are sold at much higher prices in other stores in the market."

DHEU aims to sell Western clothing at affordable prices, she said. "Compared to other outlets in the market, we sell the same Western-quality clothing at 50% to 80% lower prices."

DHEU's collection includes items such as shirts, denim shirts, denim fashion tops, skirts, printed midi dresses, cargo pants, denim pants, overcoats, hoodies, crop hoodies, denim jackets, blazer sets, short jackets, sherpa jackets, bonded jackets, cardigans, joggers, crop tops, gowns, t-shirts, oversized shirts, oversized shirt sets, denim jackets, quilted jackets, and bomber jackets, Saiyara said.

The DHEU chief executive said, "We are designing some of our clothing in such a way that customers can wear the same piece in two or three different styles, according to their preference. Our goal is to offer quality products at affordable prices."

As the country's economy is growing, and people's financial conditions are improving compared to the past, there is a potential to expand the business, she said. 

Saiyara said, "Even at these affordable prices, we are making a profit. Offering good quality products at affordable prices has increased our sales, which in turn is boosting profitability. We expect this to grow even further in the future. Over the past year, we have received a very positive response in the market."

DHEU is a sub-brand of Snowtex Group's lifestyle brand SaRa. DHEU corners have been set up in 15 SaRa's outlets, where these clothes are being sold.