It said only 22% of Pakistan’s workforce is female, and its own retail workforce in the country is around 14% female, which is why “we we have more work to do”.

Elizabeth Morrison, chief diversity, equity and inclusion oficer, said of the Lahore-based store: “Our teams have worked really hard to recruit amazing talent and provide them with the training so that we can truly deliver the consumer-centric promise we’ve made to our fans.”

A second such store is planned for Karachi later this year. The goal is to increase women representation in owned-and-operated stores in Pakistan to 25% by the end of this year, and up to 40% by the end of next year.

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