Sarena Industries and Embroidery Mills is part of the Ali and Sefam group of companies established in 1972 with the inauguration of Ali Embroidery Mills.
The group is forward integrated and comprises the largest textile retail chain network of Pakistan, several garment manufactories, a dyeing and finishing facility and state-of-the art embroidery factories.
The parent company, Sefam (Pvt.) Ltd owns several popular fashion apparel labels, briefly introduced in the following text, all of which enjoy widespread goodwill and a reputation for durability, quality and trend leadership. Sefam owns a growing network of stores all over Pakistan and in the Middle East, UK, Malaysia, India and Norway.
The group is privately held.
The Bareeze' range includes crisp cottons, luxurious silks, sheer organza, chic chiffons and an ever-developing range of inovative products. Textile embroidery is an art-rooted tradition. Hand-done embroidery from the sub-continent was always considered a quintessence of quality, reflecting an exclusive fashion option. Bareeze' is proud to be the modern day perfection of transforming traditional sub-continent hand embroidery into exclusive Bareeze' fashion fabrics.
In the year 2000, Bareeze' created an exclusive casual, semi-formal and formal wardrobe. Chinyere garments are designed in-step with global fashions and in keeping with our tradition. Catering to women as well as men, today Chinyere has displays at all Bareeze' outlets and is manufacturing Casual Wear Formal Wear Couture Sleep Wear Abayaas & Accessories for the local and the international markets.
Introduced in 1997, Leisure Club boasts a diverse range of fashion apparel for children from the age of 5 years onwards as well as young adults. Leisure Club products are now sold from 55 stores nation-wide while some of its products are also exported to those countries where we are present.
Minnie Minors was established in 1999 with a colorful range of fashionable classics for newborns through to pre-school. Today there are more than 50 stores in strategic locations nationwide. We manufacture high quality garments designed with the choicest of fabrics and high quality materials / embellishments with an innovative range of soft toys, furniture, jewelry, fashion and home accessories, and shoes for children.
Every garment at Minnie Minors contributes to the mainstream fashion scene. Our styles identify with the contemporary tastes, colors offering a wide range of stylized formal as well as casual outfits along with asccessories.
An innovative range of apparel for expectant mothers, MOM2B includes couture, sleepwear and accessories.
Elegant soft furnishing, bed sets and home linen are fashioned from the versatile Bareeze' fabrics at par with local and global trends. With brand consciousness increasing and Bareeze' becoming popular along with its other brands, Home Expressions has developed an extremely progressive and innovative business strategy that has enabled the brand to introduce several new products over the past 18 months.Home furnishings, bed-sets, bed covers, accessories, rugs and much more…
After the huge success of Bareeze' in the embroidered fabric market, Kayseria introduced magic in prints in 2006. With a network of 25 stores, it is fastest growing brand at Sefam.
Urban CULTURE founded in 2011,From contemporary shirts & denim to elegant accessories, Urban Culture blends tradition with modernity; Meticulously crafted to bring you exquisite styling & uncompromising quality... Proudly setting us apart. For those who take delight in quality and taste!
Rang Ja started out early 2012 and since then, there has been a huge evolution in the fashion trend of Pakistan. Females were seen flaunting volume-full clothes, with different designs and shapes in frouks but Rang Ja has not pushed back that trend to a great extent but also offered people with variety of cuts, sizes, shapes, designs, colors and contrasts.You will find yourself in a dream closet once you hit our stores and you will be fascinated to try and buy our pieces for the mesmerizing beautiful look.