Published
Apr 22, 2020
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Harleen Kaur puts growth projections on hold but hopes to start up operations again mid-May

Published
Apr 22, 2020

Men’s and women’s traditional and fusion wear brand Harleen Kaur aims to re-start operations from mid May. The brand has reduced its projections for the year and has put the launch of its upcoming wedding collection on hold.

A fusion wear design by Harleen Kaur, photographed by Mango Pictures - Harleen Kaur- Facebook

 
“Our wedding collection that we were in the middle of designing and sampling for has been put on hold,” the brand told FashionNetwork.com in an exclusive communication. “We’ve seen a drastic decrease in online sales as many people are unsure of when they’ll need these outfits for at this time. Until weddings and events are able to resume, we've lost not only the custom orders from brides and grooms, but also the orders from all the wedding guests that usually shop from our ‘ready-to-ship’ collection.”
 
The brand is currently prioritising custom orders that are being worked on remotely. “We’re not sure when or if the wedding collection launch will happen this year now,” the brand told FashionNetwork.com. When the global lockdown begins to lift, the brand hopes to see its initial sales projections double, “but we’re trying not to be too optimistic.”

Harleen Kaur has temporarily paused its development plans and has turned its focus to working with a local organisation to produce face masks and gowns from home. The brand has also made donations to several organisations. 
 
“We had a lot of plans for developing and growing the brand this year that are on pause/postponed and we’re hoping to be able to pick them back up once things resume,” said the brand. “We’ve definitely had to decrease our projections for the year due to the dramatic fall in revenue for the last two months, and potentially the next few.”
 
The brand is still shipping ready-to-ship orders made through it e-commerce site on a limited schedule from New York, US. Transit time for orders has been delayed and custom orders are temporarily on hold along with sold-out orders. The brand aims to re-launch operations mid May depending on relevant health and safety regulations and advice. 

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