In 1972, Mr. J. A. Zaman the founder of the company, started business with two German Schiffli embroidery machinery. A few years later, he was joined by his son, Mr. Hamid Zaman. The primary focus of the business initially, was to cater to the local wholesalers to furnish them with custom-made embroidered fabric which was in high demand at that time. The whole project was a huge success.
Early on, the owners realized that if quality could be represented by a pyramid where at the lowest level one finds the general status quo, then the only business worth doing was at the top: to be the best and a bench mark for the rest to follow. Accordingly, the highest quality parameters were targeted for the more sophisticated urban market to compete with couture fabric which was only imported in that era. It was decided that such a product not be sold through conventional channels, but instead through exclusive retail outlets that would also provide quality service. In this, Hamid was joined by his sister Mrs. Abid Aziz, his mother Mrs. Surriya Zaman and his wife Sarah. Together they formed a private limited company by the name of Sefam, and branded the fabric Bareezé. Shortly thereafter, the first Bareezé outlet was opened in 1985 in the city of Lahore. The brand achieved magnificent success and flourished at phenomenal speed. The rest is history.
In the mid nineties Sefam had already became the distinctive industry leader in fashion fabric with its brand Bareezé and launched several ready-to-wear brands of Leisure Club, Minnie Minors, Chinyere, Kayseria and a home furnishing brand known as Home Expressions. Today Sefam runs the largest textile retail chain in Pakistan, apart from owning the largest design house, and also has foreign company-owned outlets in the UK, India, Middle East, Norway and Malaysia with new outlets opening every year all around the world.
The success of Bareezé translated into progressive expansions on the production side. All of the embroidery was done in- house to control quality. Ali Embroidery Mills (Pvt.) Ltd. is today the largest embroidery production unit in Pakistan with fully computerized machinery and designing systems.
In 2001, fabric quality control was also brought in-house by the incorporation of a dyeing and finishing plant, Sarena Industries & Embroidery Mills Pvt Ltd. Today, Sarena's state of the art production facility is ISO 17025 and Oeko Tex class 1 certified, and has a capacity of 5.5 million meters a month.
Over the years, with the success of the Mills, a state of the art garment manufactory was added in in January 2013, to provide full-package services to Sarena's customers. Later in late 2014, a state of the art Weaving factory was added. All factories are within one large compound, just outside the city of Lahore and operate as independent SBUs while taking advantage of shared resources, economies of scale and cross-collaboration wherever required.
Our success lies in our consistency in delivering the best in quality to our clients, be it in our embroidery mills, the finishing plant or in retail. Our philosophy is reflected in our extensive investment in modernization and certification of facilities as well as our heavy reliance on competent, quality-minded and highly motivated human resources. At the Sefam, Sarena and Ali group of companies, continuous improvement to become the best at what ever we do - is a way of life!