The story of a women fashion store that broke past single-location limits and reached customers in every Iraqi city through GINI.
Modern Fashion was a single shop in Mansour street, Baghdad, entirely dependent on female customers walking in. Staff spent their day between tidying up, pitching to visitors, and answering the same questions over and over.
The owner decided to try GINI after a friend recommendation. She started by adding her new collection as a professionally photographed catalog.
In the very first week, an order arrived from Mosul. Then another from Basra. These were customers who had heard of the shop on social media but could not visit it.
The team now spends the morning preparing online orders and the afternoon serving walk-in customers. There is no more wasted time — every hour produces sales.
The store is now opening a warehouse dedicated to online orders only, and plans to launch its own brand through GINI before year-end.
