Dour began in January 2020 with a small initial investment of Tk100,000 ($912), followed by a subsequent infusion of Tk50,000 ($465) three months later. The timing couldn't have been worse, as the world faced the outbreak of the Covid-19 pandemic. Despite all obstacles, Dour started operating on its own money in just six months.
During the height of the pandemic, when individuals found themselves confined to their homes, Dour seized the opportunity to provide home deliveries to its loyal customers. Collaborating with fitness influencers, the brand fervently championed the cause of home workouts and training.
This strategic move proved to be a game-changer, propelling Dour towards profitability within the aforementioned six-month timeframe.
Activewear is usually designed with performance and comfort in mind, making it easier for individuals to engage in physical activities without feeling restricted by their clothing. Moreover, it is versatile, often transitioning seamlessly from the gym to casual settings, encouraging a more active and health-conscious daily routine, and in the age of remote work and fitness-conscious living, activewear has transcended its original purpose and become a staple in many wardrobes.
Even though there are a few prominent activewear brands now in the market, Dour emerged as the sole activewear brand in Bangladesh at that juncture, pioneering a new market and introducing previously unavailable products to the region. The resultant demand was met by the importation of goods. The brand's innovative approach sparked a trend, inspiring other brands to follow suit.
“Our unique selling point is don’t buy garments from random suppliers. We buy our own yarn, then make fabric out of it and later the final garment gets delivered to our customers. This ensures the highest quality of garments,” said Abid Alam Chowdhury, the founder of Dour.
“We have been introducing different kinds of sportswear clothes which were not commonly available in Bangladesh before. Since 2020, our development has been mostly from customer reviews. Our cost was higher in the beginning due to extensive research and development but over time we have managed to reduce the price and make our products more affordables,” he added.
Dour initially specialized in gym wear but has since diversified into various sports, including football, kickboxing, golf, and running. Their reach now extends across all eight divisions of Bangladesh, with deliveries spanning 23 different districts. The brand has successfully processed over 6000 orders through its website, with an average order value ranging from Tk6000 to Tk10,000 ($100). An impressive 73% of customers have returned for more.
Dour's commitment to fiscal responsibility and tax compliance has earned them the prestigious VAT Honor card from the Bangladesh VAT office. Their dedication hasn't gone unnoticed by multinational corporations either, as they've been approached by entities like Amazon India and Daraz (Alibaba Bangladesh) for e-commerce partnerships.
Abid also said: “We do pop stores in various sports events and exhibitions every month, which generate a significant cash flow for the business. Hence we are working on opening our first Physical store by next year.”
“The idea is to make DOUR a global brand, we want to expand in South Asian Countries in the next 2 years.”
Dour, in its short span, has already formed valuable partnerships, aligning with the Next Level Sports Management football academy, which nurtures young talents in Bangladesh and facilitates their journey to foreign university sponsorships through their football prowess.
The brand has also collaborated with the Bangladesh Paralympic Team, undertaking the design and production of their jerseys for the Asian Games and forthcoming tournaments.
In pursuit of its vision, Dour is discussing with Bangladeshi athletes to become their official attire sponsor for upcoming Olympic events. The brand's early challenges revolved around redirecting customers from social media platforms to their website, a hurdle they overcame by providing instructional videos and informative content, including guidance on selecting appropriate sports attire, spanning high-impact, medium-impact, and low-impact activewear.
Dour's journey is a true testament to innovation, perseverance, and a commitment to quality that is now making waves on both the local and international stages.
