CrossRoads in Pakistan

CROSSROADS WAS ESTABLISHED IN THE WINTER OF 2002 WITH OUR PRODUCTS BEING MAINLY KNIT WEAR, AS OUR PARENT COMPANY ARE SWEATERS MANUFACTURERS. WE LAUNCHED WITH 2 OUTLETS, ONE IN LAHORE AND THE OTHER IN FAISALABAD. IN THE SPRING OF 2003 WE DECIDED TO EXPAND OUR PRODUCT RANGE TO INCLUDE NON-SWEATER PRODUCTS SUCH AS JEANS, TROUSERS, KURTIS, T-SHIRTS AND SHIRTS ETC. By the winter of 2003 we had 7 outlets in 5 cities (Lahore, Islamabad, Rawalpindi, Faisalabad and Peshawar) and we also started our first major marketing campaign and held our first fashion show entitled ‘juice’ to launch our summer collection in Lahore. Then, the ‘Graffiti’ fashion show to launch the summer 2005 collection and the following spring, 2006, the launch of our Karachi outlet with a big bang. March 2007 we participated in a group fashion show held by ARY digital television network and April 2007 we held an exclusive fashion show of our summer collection, “Glam”, in Lahore, to launch our flagship store. In winter 2008 we held a fashion show in Karachi to launch our Cult collection along with our flagship store in silver sands. We produce 2 collections annually, one released in the spring/ summer and another in autumn/winter. We stock new items in our outlets several times in the early months of each season. With each new season we have a new name for our collection and several photo shoots for our billboards, catalogues and various print media. In the past our collections names have been Juice (summer 2004), Chocolatey (winter 2004), Graffiti (summer 2005), Paparazzi (winter 2005), Crush (summer 2006), Phunkaville (winter 2006), Glam (summer 2007), Revolution (winter 2007), Havana (summer 2008), Cult (winter 2008), Pop (summer 2009), Liberashion (winter 2009), Rio (summer 2010), M.Y.T.H (winter 2010) and now Grease (Summer 2011). Since the winter of 2003 we have also been launching new outlets on a regular basis- Sialkot and Multan in the winter of 2004, Gujranwala in the summer of 2005 and Karachi in the spring of 2006. To date we have 34 outlets in 13 cities nationwide, with several under construction. All our shop locations are mainly prime and very central. The sizes of our shops vary between 400 and 2500 square feet. Our product range now also includes belts, handbags, scarves, shoes, hats, costume jewelry, wallets, accessories and eye wear (our latest addition).