Consciously building the presence of exhale


January 15, 2020 | By Rupkatha B

Home-grown conscious fashion brand exhale seeks to raise dialogue and awareness about mental health through the integration of art, fashion, creativity, storytelling and mindfulness. The brand was brought to life by founder and creator Nawal El Masri following her tryst with loss leading to anxiety. Now, exhale produces 500 high-quality pieces of garments every year, clubbed under themes including Express, Inspire and Reflect.

exhale’s journey began as a concept on Instagram where El Masri merged fashion, art and mindfulness through photos and messages. The photos on Instagram were vague through subliminal messages, which drove engagement, proving that the exhale model could generate interest. In 2016, El Masri created the brand logo and embarked on her entrepreneurial journey. The first year was full of challenges, making mistakes and a lot of lessons learnt. Importantly, exhale and El Masri worked tirelessly to build a strong connection with those people who showed trust in the brand.

“A friend who is an angel investor, believed in exhale. He asked for my financial and business plan, which back then in 2016, I didn’t even have. So, I developed everything from scratch. We didn’t even have a licence back then. After receiving funding from the angel investor, everything started steamrolling – licencing the brand, launching the e-commerce website,” said El Masri.

An event to mark the official launch of exhale took place at Alserkal Avenue in September 2017. “We were expecting 50-80 people to turn up, but there were 200. We made our first e-commerce sale on the spot. It was a great accomplishment,” she recollected. “While 2016-17 was a true learning curve for us, exhale started seeing traction between 2017 and 2018, and 2018-19 has been great. Year-on-year, the business is getting better in terms of numbers as well as quality collaborations.”

Today, exhale sells through its e-commerce site, alongside building brick-and-mortar presence through collaborations with a home-grown concept called KAVE Dubai and global brand Virgin Megastore. The goal ahead is to strengthen presence in the UAE and expand further. Having seen exhale’s resonance in Toronto, Canada through a pop-up, El Masri believes that this ‘made in the UAE’ brand will eventually expand its wings further.

exhale is also big on giving back to the community, especially through its Express collection. “We donate a part of our sales from the Express collection to Al Jalila Foundation and Palestine Children’s Relief Fund (PCRF),” El Masri shared.

To read the full article, subscribe to RetailME January edition

Previous Article Next Article

SHARE

YOU MAY ALSO LIKE /


Lulu and MoIAT join hands to promote UAE-made products

The Ministry of Industry and Advanced Technology (MoIAT) in cooperation with Lulu 

Continue Reading

December 6, 2024 | By RetailME Bureau
Sunil Kumar, CEO, Spinneys

Starting as a shelf packer in 1994, Sunil Kumar saw his way 

Continue Reading

October 29, 2024 | By RetailME Bureau
Sunil Kumar and Debashish Mukherjee at MRF 2024

What does it take to sustain profitable growth in the post-IPO phase? 

Continue Reading

October 23, 2024 | By Anurima Das

Mahalle began its operations in 2022 as an “Authentic Turkish Grocery in 

Continue Reading

October 7, 2024 | By Anurima Das
Naresh Kumar Bhawnani, Founder & Chairman, West Zone Group

“Retail is a people’s business. When building a retail brand or the 

Continue Reading

October 3, 2024 | By RetailME Bureau
Sunil Kumar, CEO, Spinneys

From being one of the first retailers in Dubai to ban single-use 

Continue Reading

October 1, 2024 | By RetailME Bureau
Walid Shabana, Co-founder & CTO, Rabbit

For starters, Rabbit is a growing e-commerce grocery platform in Egypt always 

Continue Reading

September 30, 2024 | By RetailME Bureau
Arunachalam Palaniappan, CTO, Choithrams

In 2024 grocery retail major Choithrams has achieved several milestones underscoring its 

Continue Reading

September 12, 2024 | By RetailME Bureau
#Topshelftalks session at Food Business Forum 2024

Industry pioneers are embracing a comprehensive strategy that integrates consumer insights, digital 

Continue Reading

July 3, 2024 | By Anurima Das
#EdgeOfTomorrow session at Food Business Forum 2024

The regional grocery retail market is evolving fast keeping pace with constantly 

Continue Reading

July 3, 2024 | By Rupkatha B
#CartToCouch session at Food Business Forum 2024

If anything, the Middle East market is excited about quick commerce – 

Continue Reading

July 2, 2024 | By Rupkatha B
#EcoEchoes session at Food Business Forum 2024

From ethical and local sourcing to adopting cutting-edge technologies to curb food 

Continue Reading

July 2, 2024 | By Rupkatha B




Download Images RetailME Magazine