Business Process
We add value by creating beautiful, ethical, and high-quality goods with a full life cycle — operating precisely and responsibly at every stage, from design and sourcing to manufacturing, logistics, and sales through our stores and online.
The customer at the centre of everything we do.
We want to add value to the world by creating beautiful, ethical, and high-quality goods that have a full life cycle. Through a specific business model, we operate precisely and responsibly in every stage of the fashion process — from design and sourcing to manufacturing and quality control, logistics, and sales through stores and online.
Every step, from design to customer.
A structured, responsible flow that turns customer needs into finished collections — with quality and sustainability considered at every stage.
Customer
Responding to the needs of our customers through the best experience.
Our brands share the same main objective: responding to the needs of our customers through the best experience.
We place the customer at the very centre of our business model. Knowing and delivering exactly what our customers want — no matter where they are — demands meticulous organisation, close attention to detail, and industry-leading technological innovation in every part of our value chain.
Whether we are designing, manufacturing, or distributing our products, we are always looking at how our operations can improve customer service and the quality of the customer experience — while honouring the commitments to sustainability that our customers expect from us. Listening to feedback, making short production runs, and investing in state-of-the-art logistics allows us to pinpoint and meet customer needs, refreshing our stores and online platforms with new styles regularly.
Agility and precision behind the scenes is only half the story. How we respond to customer needs face-to-face and online is just as important. Every morning in every store our teams discuss how they can serve customers better, and they take part in comprehensive training programmes centred on enhancing customer relations. Other customer advances being trialled include:
- Value-added services such as next-day delivery.
- Mobile payments, simplifying the purchase and returns process.
- The removal of paper tickets for online orders.
- Automated order delivery points, where shoppers can pick up orders placed online at their convenience.
Social media is also proving to be a valuable opportunity for us to strengthen our relationship with our customers. We are delighted that our customers talk to us about everything from the latest trends to supply chain integrity, giving us the chance to explain our commitments to sustainability, society and the environment.
Design
Translating the desires of our customers into the fashion in our products.
Our design teams are talented individuals who translate the desires of our customers into the fashion in our products. This demands more than just raw creativity. It also requires accuracy, attention to detail, analysis, instinct and simple human empathy — because our designers have to know and understand our customers inside out. To do so effectively they must sense changing trends and listen to daily feedback from our customers, marketing teams and sales teams.
With new styles arriving in stores regularly, our designers must show extraordinary flair and ingenuity.
Underlying all these skills is the recognition of what it means to make responsible fashion. Our designers understand their role in delivering this, and they make sure that our garments’ future life — in the hands of customers and beyond — is considered during the design phase.
Production
Sourcing and manufacturing to the most stringent standards.
Our sourcing of products and raw materials follows the most stringent social, environmental, and health and safety standards. We work with suppliers across different markets to source most of our products. This is a complex process, but we follow a clear principle: always source responsibly and sustainably.
We are continually seeking the most environmentally responsible and sustainable ways to source raw materials, and to apply cleaner, more efficient means to turn these raw materials into the garments our customers want.
For instance, we are committed to supporting more sustainable cotton production, and our wood-based fibres never come from primary or high ecologically relevant forests. We are also closing the loop to create a life cycle for our products in which resources are used efficiently and nothing goes to waste, moving towards a circular economic model.
Through our traceability systems, we know exactly how our products are made and where they come from. In a process of constant self-examination and improvement, we are always looking to do more, because we know even the smallest changes in our supply chain can make a big difference. The challenges involved are difficult to overstate, so we believe that our cooperation with the main stakeholders of the textile industry is vital to reaching all-important shared goals.
Product
Two complementary collections, crafted from the finest materials.
Our products are created around customer desire and comment, then carried through design, production and marketing into two complementary collections built for everyday life.
- Life Style collection — regular wear and Moeslem wear.
- Home Décor collection — pieces that bring craft into the home.
Both are made using the best materials — written batik, hand-stamped batik, written-and-hand-stamped batik, leather and wood — so every product carries the quality and heritage our customers expect, with a full life cycle considered from the very first sketch.
Logistic
State-of-the-art logistics that keep our collections moving.
Investing in state-of-the-art logistics is what allows us to pinpoint and meet customer needs, refreshing our stores and online platforms with new styles regularly. It is the link that connects responsible production to the shelves and screens where our customers meet our brands.
Short production runs and precise distribution let us move the right products to the right places at the right time — supporting a fast, flexible response to what our customers are asking for, while keeping the promises of quality and service we make to them.
Throughout, our logistics are built to honour the same commitments to sustainability and efficiency that guide the rest of our value chain — using resources carefully and reducing waste as products travel from our production lines to our stores and homes.
Stores
The beating heart of our business — stores and online, working as one.
Our stores and online platforms are the beating heart of our business, working seamlessly together as integrated commerce platforms.
All ABA stores are situated in high-profile commercial areas, including landmark buildings in the most celebrated shopping streets. We invest in creating beautiful spaces that bring out the best of architectural form and function, with open lines and warm, welcoming interiors.
Each of our brands has a distinctive store aesthetic which is carried through to their online platforms. In this integrated model of stores and online, displays are regularly updated and layouts are meticulously recreated, ensuring brand continuity no matter the location in order to offer an easy, agile and efficient experience.
Our stores and online platforms are where our unique relationship with customers is forged.
Everyday interaction between our customers and staff is all-important for our fashion decisions, helping us understand customer needs.
Every Step. Every Detail. Every Time.
We adhere to international standards at every stage of the process — ensuring consistent, reliable results for our customers and our partners alike.
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