Bridging Cultural Fashion Gaps Globally
The demand for South Asian fashion is surging worldwide as diaspora communities seek authentic ethnic wear for weddings, festivals, and cultural celebrations. Yet, finding comprehensive online platforms offering diverse South Asian apparel remains challenging, with most options limited by narrow inventories or demographic focus.
The Laam Solution: A Tech-Forward Marketplace
Entrepreneur Arif Iqbal addresses this gap with Laam, a Lahore-based digital marketplace that recently secured $5.5 million in seed funding. The all-equity round was led by Disrupt.com and Zayn VC, with participation from Graph Ventures, Mentors Fund, and executives from Oracle, Microsoft, Google, and Salesforce.
From Silicon Valley to South Asian Fashion
Iqbal’s journey began during his tech career in the U.S., where he worked at Meta, Pinterest, Microsoft, and eBay. While immersed in American tech hubs, he noticed a persistent challenge: South Asian communities lacked easy access to quality ethnic fashion. This insight, combined with observing Pakistan’s underdeveloped fashion e-commerce sector, inspired Laam’s creation in January 2021.
Building a Fashion Ecosystem
Laam’s founding team brings complementary expertise:
- Ahmed Muneeb (ex-Microsoft): Product development
- Amir Iqbal (apparel industry veteran): Supply chain management
- Sahar Arif: Fashion curation
“We’ve witnessed remarkable seller growth,” Iqbal shares. “Many partners have scaled from 2-3 person operations to 200-300 employee businesses through our platform.”
Arif Iqbal, Laam CEO and Co-Founder
Image Credits: Laam
By the Numbers: Laam’s Global Reach
- 100,000+ curated products
- 1,200+ Pakistani sellers
- 500,000+ customers across 100+ countries
- Top markets: U.S., Canada, U.K., Middle East
Tech-Driven Fashion Innovation
Laam employs cutting-edge solutions to enhance the shopping experience:
- AI-Powered Personalization: Machine learning algorithms analyze product details (fabrics, sizes, availability)
- Smart Search: Structured data enables precise product discovery
- Seller Tools: Inventory forecasting and “Express” delivery indicators
- Customization Portal: Specialized service for high-end formal wear with quality verification
Beyond Marketplace: The Octane Platform
Laam extends its tech infrastructure through Octane, helping 50+ local businesses establish digital storefronts and global reach while maintaining presence on Laam’s main marketplace.
Image Credits: Laam
Competitive Landscape and Future Plans
While facing competition from platforms like SanaullaStore and Bagallery in Pakistan, Laam differentiates through its diverse multi-brand approach and global logistics network. The fresh funding will fuel:
- Geographic Expansion: Adding sellers from across South Asia
- Market Presence: Establishing UAE operations, with U.S. expansion to follow
Funding in Context: Pakistan’s Startup Climate
Laam’s success contrasts with Pakistan’s broader startup funding decline:
- 65% drop in 2024 funding (\(12.3M) vs. 2023 (\)35M)
- Only 7 deals completed in 2024 vs. 16 in 2023
Despite these challenges, Laam demonstrates the potential of culturally-focused e-commerce platforms serving global diaspora communities.
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