Laam, an online marketplace based in Lahore, has raised $5.5 million in an all-equity seed round, led by Disrupt.com and Zayn VC. The platform, founded by Arif Iqbal, aims to meet the growing demand for South Asian ethnic wear globally, particularly from South Asians living abroad who seek traditional apparel for events like weddings and festivals.
Iqbal, who previously worked at major tech companies such as Meta, Pinterest, Microsoft, and eBay, noticed a gap in the market for accessible South Asian fashion while living in the U.S. Despite thriving South Asian communities, ethnic fashion remained hard to find. This realization led him to launch Laam in January 2021 after returning to Pakistan following the COVID-19 pandemic. He partnered with former Microsoft colleague Ahmed Muneeb to develop the product and his brother Amir Iqbal to handle the supply chain.
Today, Laam offers a catalog of over 100,000 items, including casual, ethnic, and formal wear, along with footwear and accessories. The platform works with approximately 1,200 sellers based in Pakistan, and its sales reach over 100 countries. The U.S., Canada, the U.K., and the Middle East are among its top markets by revenue. Pakistan remains the largest customer base, with over 300,000 buyers.
The startup uses machine learning and data analytics to personalize the shopping experience, helping customers easily find products and providing sellers with tools to better manage inventory and shipping. Sellers can use Laam’s app to list products, access warehousing, and even schedule deliveries, all without human interaction. The platform also offers services such as AI-assisted photo shoots and product packaging.
In addition to its consumer marketplace, Laam provides a service called Octane, which helps local businesses build their online presence and expand globally. More than 50 businesses currently use this infrastructure.
Despite competition from other platforms like SanaullaStore, Bagallery, and international giants such as Alibaba’s Daraz, Laam stands out by offering a wide range of products from various Pakistani brands.
The new funding will help Laam expand its reach beyond Pakistan, starting with an office in the UAE and plans for a U.S. launch. The platform’s success comes amid a challenging period for the Pakistani startup ecosystem, which has seen a significant decline in funding in 2024.
Laam’s unique approach to connecting global consumers with South Asian fashion and supporting local sellers positions it as a key player in the growing market for ethnic wear.
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