As Eid approaches, shoppers are flocking to Aarong outlets across Bangladesh, particularly in Gulshan, where the atmosphere is festive and lively. Shoppers like Fahima Akter say it’s a yearly tradition to purchase clothing and gifts for loved ones from Aarong, despite the large crowds. The brand’s blend of quality and culture makes it a top destination during festive seasons.

A Celebration of Bangladeshi Heritage

Aarong, the leading lifestyle retail chain owned by BRAC, has become synonymous with celebrating Bangladeshi culture. From traditional apparel to handcrafted goods, Aarong brings rural artisans’ creations into the urban spotlight. The brand, whose name means “village fair,” started with the goal of empowering rural women through craft-based livelihoods.

More Than Just Fashion

Beyond clothing, Aarong offers over 100 product categories including leather goods, jewelry, ceramics, home decor, herbal cosmetics, and children’s wear. Whether it’s a nakshi kantha, gold jewelry, or a set of herbal skincare, Aarong caters to every demographic—men, women, and children.

Sub-Brands Drawing Young Shoppers

Aarong’s exclusive sub-brands—Taga, Taga Man, Herstory, and Aarong Earth—are gaining popularity, especially among younger consumers. Herstory, a limited-edition fashion line, has built a strong following for its modern yet cultural designs. Aarong Earth, a herbal wellness brand, is also attracting eco-conscious shoppers.

Expanding Reach with Craft at the Core

Aarong now operates 31 outlets in 8 cities, with nearly 45% of its workforce being women. Its latest flagship store in Dhanmondi is being hailed as the world’s largest craft shop, reinforcing its commitment to cultural preservation through design and retail.