A leading British Asian web magazine DESIblitz.com has expanded its business by launching a virtual store showcasing merchandise based on Asian culture.
Inspired by tripling its turnover in the last year, the leading publication’s new shop boasts over 40 bespoke designs across a range of clothing and other merchandising items, reflecting a “mix of British and Asian cultures”, bringing communities together through tongue in cheek designs and fashion.
Launching worldwide this week, the shop showcases a range of humorous designs, making cultural statements and encouraging people to engage and celebrate Asian heritage. Indi Deol, Founder and Advertising Director at DESIblitz.com said:
“This is a really big step for us as a publication and as a business. We’ve never done any merchandise in the past, and to launch this arm of the business as a natural progression based on the demand and engagement driven by our content is a real testament to our writers and editorial approach.”
Established in 2008, DESIblitz.com has grown its team to 30 people, driving its readership over the last 10 years, with the platform now attracting over 300,000 visitors a month. Indi added:
“We’ve always had sophisticated design capabilities in-house, but we’re using these skills now to reach out to new audiences and make a difference. We feel the development mirrors the ethos of the Innovation Birmingham Campus, as we’re immersed in a thriving community where people are always thinking of new ways to innovate and disrupt markets.
“Being immersed in an innovative environment keeps us on the cutting edge, ensuring we’re current and up to date, which have all been inspiring factors behind the shop’s launch.”
The project has also presented opportunities for promising young talent in Birmingham, recruiting 22-year-old Selina Jahangir, graduate intern from Birmingham City University, specialising in graphics to innovate through design. Now in her third month at DESIblitz.com, Selina said:
“It’s been a great experience to be involved in the launch of such a significant new part of the publication. I’ve been able to put my own stamp on the designs, and it’s great to be putting my training at BCU into action and see my work published on a well-established platform.”
Selina now works alongside two other Birmingham City University interns at DESIblitz.com, specialising in video production and journalism respectively.
The launch of the online shop indicates the second stage of development for the business, following the opening of its jobs board last year, promoting diversity through the recruitment process and linking promising candidates with employers.