Pakistan’s retail and lifestyle sector may be on the cusp of a notable international entry, with market sources suggesting that Habib Rafiq Group (HRL) is in the process of finalizing plans to introduce London-based lifestyle café brand EL&N London to the country.
While neither party has made an official announcement, conversations within the retail and development ecosystem suggest that exploratory work is underway, particularly around potential flagship locations in major cities of Pakistan.
Founded in London, EL&N – often referred to as one of the “most Instagrammable cafés in the world” and has built a strong global presence across markets including the UAE, Europe, and India. The brand is known for its design-led interiors, signature pink aesthetic, and a concept that blends food, fashion, and social media culture into a single experiential retail offering.
Industry observers note that Pakistan’s urban consumer base, particularly Gen Z and millennials, is increasingly drawn towards experience-driven spaces where aesthetics and shareability are as important as the product itself. This shift has created an opportunity for global brands like EL&N to enter the market at the right time.
Sources familiar with the matter suggest that any potential entry would likely follow a partnership-led model, with a local group facilitating real estate and execution, a structure commonly used by global brands entering Pakistan.
As with most international brand entries, multiple stakeholders and approvals are involved, which typically delays formal announcements.
For now, both sides remain silent but market watchers believe this could be an early sign of global experiential café brands beginning to look at Pakistan more seriously.
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