When Azgari Hasin, who grew up in Florida, USA, moved to Dhaka, she faced a problem that many women here are intimately familiar with – the lack of a proper lingerie store. For Dhakaites born and raised, underwear, like most clothes, is bought in places like Doja, or Chandni Chawk, where there aren’t options for trial, or sizing services. Those who can afford it, have limited recourse in stores like Sweet Dreams or Woman’s Secret, to name a few, but even then, finding a trusted range of functional, everyday undergarments becomes a bit of a trial.
Not one to sit and complain, Azgari noticed a business opportunity, and went for it, thus obtaining the sole distribution rights (for Bangladesh) for the Thai brand Sabina. For those unfamiliar with the brand, Sabina Public Company Limited, formally known as J&D Apparel Public Company Limited, was founded on August 17, 1985 by Viroj Thanalongkorn, who has experience in lingerie business for over 30 years. The company produces an extensive range of intimates and loungewear for women of all ages, including sports underwear and maternity support garments. Sabina opened up in Bangladesh as Sabina’s Secret in January 2015 as an online outlet, but will be launching their brick-and-mortar outlets in Gulshan soon.
While setting up the franchise, Azgari quickly realised why there has been a paucity of lingerie stores thus far. “I booked a stall at a mela to sell and advertise my products. After the money had been paid, and when we were setting up, that’s when the organisers objected, and told me I wouldn’t be allowed, because these are “hidden” contents” she exclaims, drawing furious air quotes. It became apparent that the silence surrounding women’s undergarments is an extension of the taboo around sex that is prevalent in our conservative society. And Azgari wants that to change.
“People hear “lingerie” and think “ooh...sexy time”, and that’s why the few lingerie stores you do have are all about the lacy, flirty stuff. I want people to realise that this is actually an everyday requirement, and it’s less about sensuality as it is about practicality” she says. Sabina’s focus at present is on the functional everyday pieces, in a variety of larger sizes, and a range of coverage and support options. They’re also bringing in a line aimed at pre-teens and teenagers, a special interest for Azgari.
“For pre-teens and teenaged girls, stepping into adolescence is scary. Their bodies are developing in ways they don’t fully understand yet, and it’s tied to self-esteem and emotional health. Refusing to discuss underwear – or really anything that smacks of sex – isn’t doing them any favours. I see girls who have developed as early as eight years old, but aren’t wearing any kind of support garments, because of course, we “shouldn’t” talk about these things, so no one told them, and all I can think is. Poor girl, you’re going to sag by the time you’re twenty. And then that’s another hit to the self esteem.
Azgari, who is a mother to three adorable kids, sees the availability of practical, everyday lingerie options in a no-nonsense environment is the first step towards getting the conversation started. Her plans for the future include greater advocacy for body positivity, particularly for teens.
Sabina’s Secret is now in Bangladesh at Jamuna Future Park in Bashundhara and Police Plaza Concord in Gulshan. You can check them out online at www.facebook.com/SabinasSecret
Thursday, June 04, 2026
