In a market where tradition often meets resistance to change, Signature Clothing stands out, driven by the values of a family business that has stood the test of time. At its helm is a third generation leader who’s not only carrying that legacy forward but also reshaping it.

“My family has been in the industry for over seven decades and the brand has been in operation for around 30 years. We were the first to offer total menswear solutions in the wholesale market,” says Amjad Hameed Marikkar, CEO and Director of Signature Clothing, a flagship brand under the Hameedia Group.

Over time, an evolving portfolio and service excellence earned Signature a loyal, multigenerational customer base.

LEGACY MEETS LEADERSHIP Having worked in the wider world before joining the family business, Hameed believes that early exposure was critical. He reveals: “I started at the grassroots – so when I took on my role at Signature, I knew how to lead with empathy and emotional intelligence.”

“The culture I believe in is one of empowerment. While most companies still follow rigid working hours, I’ve long advocated for flexibility and trust. As a leader, I want people to work with me, not for me,” Hameed declares.

A NATIONAL BRAND Signature is one of the few fashion brands with a truly national footprint and a boldly inclusive approach.

He says: “We cater to the mass market, which makes up about 85 percent of the population. While most brands focus on the Western Province, we’ve built our presence across all 25 districts.”

And while many downsized post-pandemic, Signature chose a different path. “With the wholesale model weakening, we asked ourselves: ‘Why depend on others to sell our brand when we can do it directly?’” Hameed recalls.

At the time, Signature operated five retail stores. In three years, it added five more with plans for further expansion – a bold move but one driven by confidence in the brand’s strength and value for money offerings.

Another move that raised eyebrows was the decision to partner with Sri Lanka Cricket (SLC) as its official clothing partner. He affirms: “We’ve been with the team since the 1996 World Cup; returned during the T20 wins; and now, we’re back despite challenges with the current performance. We believe in the team’s leadership and see a comeback ahead.”

In a country where cricket remains a unifying force, Signature’s involvement reflects its commitment to celebrating national passions.

The brand has also served as the clothing sponsor for Sri Lanka’s rugby and hockey, actively engaging with the island’s sporting arena.

REDEFINING RELEVANCE Beyond sport, Signature has been rethinking its marketing approach.

“We were doing things the traditional way but soon realised that to stay relevant we needed to collaborate with content creators and tap into trends that resonated with everyday consumers. That shift had a huge impact – sales increased, brand recall improved and word-of-mouth became stronger than ever,” Hameed reflects.

That forward-thinking mindset also led to international collaborations including a recent partnership with Indian footwear giant Campus Shoes, whose focus on quality and affordability aligns with Signature’s.

Hameed credits the brand’s adaptability for its growth. As work habits and style preferences evolve, Signature positions itself as a lifestyle solution rather than merely a fashion brand. He avers: “We’re agile, keeping pace with evolving tastes and expectations.”

SHAPING TOMORROW There are several reasons why Signature stands out as a case worth examining – the way it has built brand value over time, its ability to evolve with shifting market dynamics and its relevance across generations.

With effective leadership and positioning, the company shows that a business rooted in tradition can still move with the times.

– Compiled by Prashanthi Cooray
COMPANY DETAILS

Telephone: 0777 696445/0779 314729 | Email: ecommerce@signature.lk | Website: www.signature.lk