Aarong, meaning ‘village fair’, was first established December 18, 1978. In 1976, BRAC engaged a small number of rural women to produce crafts and their only buyers were a few scattered retailers in Dhaka, resulting in month long gaps between supply and payment. Aarong was then started to pay the crafters timely with a purpose that emerged from BRAC’s core vision – dedicated to alleviating poverty by empowering the poor to bring about change in their own lives. Today, Aarong is the country’s largest lifestyle retail outlets supporting over 65000 artisans and 800 independent producers with 15 outlets nationwide. Featuring over 100 product lines from the latest ethnic fashion to jewellery and home décor, Aarong is dedicated to bring about positive changes in the lives of disadvantaged artisans and underprivileged rural women.
Aarong logo is a peacock in full plumage, symbolizing the pride we feel as a nation of tradition and culture in resemblance with the phrase ‘proud as a peacock’. The logo colors interchange between orange on black and vice versa where orange radiates warmth and energy encouraging socialization and black is associated with professionalism.
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Aarong has experienced an average of 9% sales growth over the last 5 years. Aarong is soon going global with its e commerce site opening doors to international shipping.
Aarong therefore is responsible to its consumers in delivering unique products with the highest levels of quality and service and coextensively provide the strongest levels of support and growth to the artisans and their crafts. Aarong is a household name – a family brand and a one-stop shop that inspires pride, promises quality and sophistication while keeping our cultural roots alive in everyday life.
The brand generates a strong emotional connection and loyalty while bringing people together to showcase the best that Bangladesh’s highly skilled artisans have to offer. Aarong offers clothing to household items, gifts and fashion accessories to children’s toys. Aarong outlets have unique and convenient features such as parking areas and in-store cafes to round out the shopping experience.
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Aarong now has a very new presence in e-commerce. Aarong.com is up and running and online shoppers can shop without VAT. Aarong has vast plans for its future with regards to e-commerce and taking the brand global. They see great potential for growth internationally and this is just the start to a successful journey. Aarong has four core values – Effectiveness, Inclusiveness, Innovation, and Integrity.
In the 7th edition of Best Brand Award organized by Bangladesh Brand Forum which held on November 21 this year, Aarong has been recognized as the best Fashion Boutique Brand of the country.
