Generation Debuts its High-Street Fashion Online on #daraz

Tuesday, October 28, 2014 Sparkling Palette Blog 2 Comments

Generation, the top retailer of prêt-à-porter in Pakistan, has gone online exclusively on, the country’s leading ecommerce destination.

[KARACHI, OCTOBER 28, 2014], Pakistan's leading ecommerce destination, has expanded its wide assortment of local and international brands with the addition of the local high-street fashion brand “Generation”. Owing to its huge success since bursting onto the scene in the 1980s, with its iconic ready-to-wear collection, Generation now plans on bridging the gap in the tier two and three markets, by taking their entire product portfolio online on The move comes as part of the company’s business strategy of aggressive expansion in the country.

Speaking on the occasion, Farees Shah, Cofounder said, “We are extremely excited to have partnered with Generation, the pioneer of prêt-à-porter in Pakistan. It is a very strong addition to our wide assortment of local and international brands. In our constant endeavour to bring the finest brands closer to our wide fashion conscious audience, this partnership has further strengthened our offerings as a complete collection of all leading fashion brands in the country and will benefit both the brand and its patrons. We expect a phenomenal response to the launch of Generation on thanks to its strong brand appeal and our wide nationwide reach.”

Ecommerce in Pakistan has taken a huge step forward in the past two years, owing to the significant rise in the number of internet users and growing acceptability of online payments. is the leading fashion and electronics destination catering to the aspirations of modern Pakistan. The website offers latest trends and styles and a plethora of life and style brands at a click. Hosting over 400 local and international brands, the online portal offers its users more than 15,000 unique products to choose from.
Speaking about the collaboration of Generation with, Khadija Rehman, Director at Generation said, "We are thrilled to enter such a competitive and growing market of ecommerce. Through, we wish to provide an online shopping experience to all our Generation customers, especially those who have little access to our physical stores. We chose to partner with as they are the most trusted ecommerce portal in Pakistan and have established themselves as the leading life and style destination.”


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  1. Wow great news.. Finally generation is available online at .. Thanks for sharing

  2. It's good to hear. They are having many reputable brands.


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