Pakistani retail group Outfitters Stores recently opened its first ETHNC brand store in the UK, at Westfield London. The circa 300 sq m store will also open in September at Westfield Stratford City, in deals advised by Knight Frank. ETHNC Head of Marketing Zunira Iftikhar explains why the business has made its London debut and how the fashion brand intends to stand out in a crowded market.
MAPIC: Tell us a little about ETHNC
Zunira Iftikhar: ETHNC is a contemporary fashion brand redefining elegance through a fusion of tradition and modernity. Founded in Pakistan, the brand has grown rapidly as a leading fashion house by celebrating cultural diversity and modern femininity. Our philosophy is rooted in minimalist design, functional elegance, and a deep connection to heritage.
At the heart of ETHNC is a celebration of diversity. Just as rose petals unfold gracefully in different forms, so women express their beauty in unique ways. This philosophy inspires our collections, which are designed for women of all ethnicities and body shapes, emphasising inclusivity and authenticity. Each piece reflects a balance between culture and modern lifestyle, allowing fashion to become both wearable and meaningful.
Ethnc’s Store
MAPIC: You have just opened in London. Why there and why now?
Zunira Iftikhar: Our debut international store at Westfield London, Shepherd’s Bush is both a strategic and symbolic milestone. London’s cosmopolitan spirit and cultural diversity align seamlessly with ETHNC’s ethos of inclusivity and cross-cultural storytelling. It is one of the world’s most influential fashion capitals, making it the ideal city to introduce ETHNC to a global audience.
The timing is equally significant. Today’s consumers seek depth, authenticity and design that reflects who they are. ETHNC is uniquely positioned to meet this demand by offering collections that blend heritage with modernity, while celebrating individuality and diversity. Launching in London now allows us to connect with this evolving mindset and build a foundation for our international journey.
Zunira Iftikhar – Global Brand & Marketing Leader
MAPIC: What are your plans for Europe and how will you differentiate in a competitive market?
Zunira Iftikhar: Our European journey will begin with a digital-first approach — building a strong online presence before moving into brick-and-mortar stores. This strategy enables us to introduce ETHNC across multiple markets, learn from our customers, and grow with agility while preserving brand integrity.
Differentiation for us lies in authenticity and storytelling. In a crowded fashion landscape, ETHNC stands apart by creating collections that are more than trends — they are timeless expressions of culture, nature, and individuality. Our designs celebrate cultural diversity and individuality, with inclusivity at the core of our identity. Paired with refined craftsmanship, modern aesthetics, and emotional storytelling, ETHNC offers European customers not just fashion, but a meaningful brand experience.
