Barkat, Largest Importer of Pakistani Bedding in USA
April 3, 2001
U.S. operation sees no limits on its future growth
New York — In less than five years, Barkat has built a $42 million design-led business as reportedly the largest importer of Pakistani bedding in the U.S.
In the global bedding arena, Pakistan is becoming the world leader in commercial bedding ranges, while China emphasizes embroidered bedding, India is building a reputation for high counts in yarn dyes, and Portugal is known for higher-end ensembles and flannel. Today, more and more American mills are sourcing offshore, especially from Pakistani mills.
"There are no limits to our business in the States," said Gohar Ullah, president of Barkat. "We have EDI shipments, ASN 128 labels—everything the retailer needs to be successful in this business," added Ahmed Garda, senior vice president.
Barkat is the U.S. sales operation of Fateh Mills, one of the top three bedding producers in Pakistan and the largest holder for U.S. quota. (The other large Pakistani bedding mills are Nishat and Crescent Mills.)
Part of Barkat's success lies in its ability to warehouse inventory in its North Brunswick, NJ, facility.
"We're very flexible. The retailer can order containerloads from Pakistan or order from our warehouse in North Brunswick, NJ," said Garda. Using a sales force of 15 independent reps, Barkat sells huge open lines of its Pakistani bedding under the brand names of Canterbury, Camelot and Barkat. The company has also produced private label lines for Federated, Linens & Things, Bed, Bath & Beyond and Sears.
Although Barkat has been active since 1995, Fateh has actually been involved in the American bedding market for ten years.
Fateh, located in Hyderabad, two hours from Karachi, is a publicly held home furnishings mill with sales of $150 million annually. The company employs 3,000 workers and exports to Europe, Australia and New Zealand as well as to the North American market including Canada, said Ullah.
The mill is totally integrated from the raw cotton to spinning, weaving, finishing, and rotary printing up to two meter repeat, perfect for the juvenile panel prints in demand in the Canadian market. Fateh also has its own stitching operation as well as design and screen making on its premises in Pakistan, and even makes its own polyfil, Ullah said.
Future plans call for the production of comforters in the USA in order to deliver promotional goods to retailers more quickly. The company is thinking about beginning a cut-and-sew operation in the U.S. later this year, which would enable Barkat to buy fabric on the open market to supply this domestic production.
"Retailers can order 20,000 comforters for immediate delivery. It's 90-120 days for delivery from Pakistan, while local production would allow us to deliver in two weeks," said Garda.
Design is the other key to Barkat's success, however—not delivery alone. For the three years she has been with Barkat, Joyce Post has travelled to Pakistan four times a year, two weeks each trip, in order to oversee the design work at Fateh Mills. Her design background includes work for Schumacher and Crown Crafts as well as her own design firm.
"Our strength lies in our large library of in-house designs specific to the USA market," Post said. "I'm given a great deal of creative freedom."
"What we had before wasn't as saleable as what we have now," she explained. "I know I must be involved at the mill. If we just send artwork, the color never comes back as well as when I'm there supervising the work in Pakistan. Within North America, there are regional differences in design, which we try to reflect in the selection each market. We design 30 ensembles twice a year for the retailer," said Post. She can also draw from the collections done for the European market and recolor them for American buyers and vice versa.
"We are proactive in design. Products are priced according to the customers' needs. We don't tell the customer that we can make whatever they want. We show them what's new and exciting. Our acceptance is based on designs that sell," she said.
Although since 1995 Barkat has been merchandising a low to middle priced bedding emphasizing 132 count muslin, the company's focus is rapidly shifting to 180 and 200-count percale, and 200 and 230-count cotton sateen.
In explanation of Barkat's business philosophy, Garda said, "We would rather sell two million Toyotas than sell 50,000 Cadillacs. The future is design. Our success lies in producing a complete design and then coming up with merchandising ideas for the retailer. For example, our back-to-school package of four designs has done very well. We can also print down to achieve a specific price point."
New York — In less than five years, Barkat has built a $42 million design-led business as reportedly the largest importer of Pakistani bedding in the U.S.
In the global bedding arena, Pakistan is becoming the world leader in commercial bedding ranges, while China emphasizes embroidered bedding, India is building a reputation for high counts in yarn dyes, and Portugal is known for higher-end ensembles and flannel. Today, more and more American mills are sourcing offshore, especially from Pakistani mills.
"There are no limits to our business in the States," said Gohar Ullah, president of Barkat. "We have EDI shipments, ASN 128 labels—everything the retailer needs to be successful in this business," added Ahmed Garda, senior vice president.
Barkat is the U.S. sales operation of Fateh Mills, one of the top three bedding producers in Pakistan and the largest holder for U.S. quota. (The other large Pakistani bedding mills are Nishat and Crescent Mills.)
Part of Barkat's success lies in its ability to warehouse inventory in its North Brunswick, NJ, facility.
"We're very flexible. The retailer can order containerloads from Pakistan or order from our warehouse in North Brunswick, NJ," said Garda. Using a sales force of 15 independent reps, Barkat sells huge open lines of its Pakistani bedding under the brand names of Canterbury, Camelot and Barkat. The company has also produced private label lines for Federated, Linens & Things, Bed, Bath & Beyond and Sears.
Although Barkat has been active since 1995, Fateh has actually been involved in the American bedding market for ten years.
Fateh, located in Hyderabad, two hours from Karachi, is a publicly held home furnishings mill with sales of $150 million annually. The company employs 3,000 workers and exports to Europe, Australia and New Zealand as well as to the North American market including Canada, said Ullah.
The mill is totally integrated from the raw cotton to spinning, weaving, finishing, and rotary printing up to two meter repeat, perfect for the juvenile panel prints in demand in the Canadian market. Fateh also has its own stitching operation as well as design and screen making on its premises in Pakistan, and even makes its own polyfil, Ullah said.
Future plans call for the production of comforters in the USA in order to deliver promotional goods to retailers more quickly. The company is thinking about beginning a cut-and-sew operation in the U.S. later this year, which would enable Barkat to buy fabric on the open market to supply this domestic production.
"Retailers can order 20,000 comforters for immediate delivery. It's 90-120 days for delivery from Pakistan, while local production would allow us to deliver in two weeks," said Garda.
Design is the other key to Barkat's success, however—not delivery alone. For the three years she has been with Barkat, Joyce Post has travelled to Pakistan four times a year, two weeks each trip, in order to oversee the design work at Fateh Mills. Her design background includes work for Schumacher and Crown Crafts as well as her own design firm.
"Our strength lies in our large library of in-house designs specific to the USA market," Post said. "I'm given a great deal of creative freedom."
"What we had before wasn't as saleable as what we have now," she explained. "I know I must be involved at the mill. If we just send artwork, the color never comes back as well as when I'm there supervising the work in Pakistan. Within North America, there are regional differences in design, which we try to reflect in the selection each market. We design 30 ensembles twice a year for the retailer," said Post. She can also draw from the collections done for the European market and recolor them for American buyers and vice versa.
"We are proactive in design. Products are priced according to the customers' needs. We don't tell the customer that we can make whatever they want. We show them what's new and exciting. Our acceptance is based on designs that sell," she said.
Although since 1995 Barkat has been merchandising a low to middle priced bedding emphasizing 132 count muslin, the company's focus is rapidly shifting to 180 and 200-count percale, and 200 and 230-count cotton sateen.
In explanation of Barkat's business philosophy, Garda said, "We would rather sell two million Toyotas than sell 50,000 Cadillacs. The future is design. Our success lies in producing a complete design and then coming up with merchandising ideas for the retailer. For example, our back-to-school package of four designs has done very well. We can also print down to achieve a specific price point."
