Amjad Hameed is transforming Sri Lanka’s fashion industry with bold leadership and strategic innovation as the CEO and Director of Signature Clothing, a flagship brand under the Hameedia Group. His ability to turn challenges into opportunities has set him apart, positioning Signature Clothing as a leading fashion brand in the country.
One of the defining moments of Amjad’s leadership came in the wake of the COVID-19 pandemic. While many fashion retailers downsized or shut down, Signature Clothing took a daring approach—expansion. “After COVID-19, when most retailers were scaling back, we made the strategic decision to grow our retail footprint,” Amjad recalls. “This positioned us for accelerated growth when the market rebounded.”
Bold Moves in a Changing Market
To complement this bold move, Amjad spearheaded dynamic marketing campaigns aimed at capturing the youth market. These initiatives not only amplified brand awareness but also solidified Signature Clothing’s reputation as the go-to fashion brand for young Sri Lankans. “Staying true to my vision, despite challenges and criticism, has been crucial in driving the brand forward,” he shares.
Under his leadership, the company also embraced e-commerce, investing significantly in digital transformation. This move allowed Signature to connect with a broader audience, ensuring that customers across Sri Lanka had access to the brand’s latest fashion collections. “Retail is evolving, and those who fail to adapt will struggle to stay relevant,” he explains. “We focused on creating seamless online shopping experiences, integrating convenience, and ensuring customer satisfaction.”
Beyond digital expansion, Signature Clothing has also embraced data-driven decision-making. By analyzing consumer behavior and trends, the company can introduce designs that align with evolving fashion preferences. “It’s all about understanding what our customers want and delivering it at the right time,” Amjad adds.
To further drive sales, Signature Clothing has implemented an omnichannel retail strategy, combining brick-and-mortar stores with online shopping platforms. This hybrid approach enhances customer engagement, providing a seamless shopping experience whether customers are browsing in-store or making purchases online. “Retail today is about accessibility and convenience,” he states. “We want to give our customers the flexibility to shop however they prefer.”
A Leadership Style Built on Innovation and Empowerment
For Amjad, leadership is about more than just managing a team; it’s about inspiring them to think differently. “A supportive environment is key,” he explains. “I ensure my team has the right resources, tools, and platforms to excel. Empowerment comes from motivating employees and instilling confidence in their abilities.”
His leadership philosophy is rooted in calculated risk-taking, encouraging his team to innovate even if not every initiative succeeds. “When the team knows they are supported regardless of the outcome, it fosters trust and creativity,” he says. By aligning talent with tasks strategically, he ensures his team works to their strengths, resulting in better problem-solving, improved processes, and a culture of continuous innovation.
To foster leadership within the company, Amjad has also invested in talent development. Through mentorship programs and training workshops, employees are given the opportunity to grow and take on leadership roles. “A company is only as strong as its people. Investing in our team ensures that Signature Clothing continues to thrive,” he emphasizes.
Amjad also believes in the power of a positive work culture. He has introduced policies that promote work-life balance, mental health awareness, and employee well-being, recognizing that a happy workforce is a productive one. “A motivated team is the backbone of any successful company,” he asserts.
Beyond the internal workforce, Amjad also emphasizes customer engagement as a key component of leadership. “We listen to our customers,” he explains. “Their feedback drives our product development and service improvements. A brand that truly understands its consumers can create long-lasting relationships.”
Pioneering the Future of Fashion Retail
Under Amjad’s leadership, Signature Clothing has become a trailblazer in Sri Lanka’s fashion industry. A key milestone was the launch of Sri Lanka’s first wholesale fashion app, modernizing the distribution process and making it more accessible to dealers.
Strategic collaborations have also played a crucial role in the brand’s success. Partnerships with organizations like Sri Lanka Cricket as the official formal and casual clothing partner, as well as rugby and hockey teams, have strengthened Signature’s association with excellence. These collaborations not only enhance the brand’s reputation but also align it with performance, quality, and innovation.
Another game-changing initiative has been Signature Clothing’s approach to sustainable fashion. Recognizing the increasing demand for environmentally conscious clothing, the company has adopted eco-friendly practices across its supply chain. “We’ve invested heavily in sustainability because it’s not just a trend; it’s a responsibility,” Amjad emphasizes. “From ethical sourcing to environmentally friendly production, we are committed to making a positive impact.”
The company also plans to introduce cutting-edge technologies to enhance customer experiences, both online and offline. “We are constantly innovating our product lines to cater to evolving customer needs while staying true to our brand identity,” he explains.
In addition, Signature Clothing has been actively exploring AI-driven fashion solutions. By integrating artificial intelligence into the design and manufacturing process, the company aims to enhance efficiency, minimize waste, and offer customers personalized shopping experiences. “AI will be a game-changer for fashion retail, and we are at the forefront of this evolution,” says Amjad.
To reach a broader audience, Signature Clothing is also expanding into influencer marketing, collaborating with fashion icons and digital creators to promote its brand. “Social media is a powerful tool,” Amjad explains. “By working with key influencers, we can engage directly with our target audience and create brand advocates.”
The Road to Global Expansion
As part of the Hameedia Group, a family business with a rich legacy, Amjad’s entry into the fashion industry was both natural and intentional. However, his path to leadership was far from straightforward. He began his career in sales at Hameedia but later took a detour to join Smart Shirts in Katunayake, where he gained valuable experience in imports, exports, and operational efficiencies. This period also honed his language and interpersonal skills, further shaping his leadership approach.
“Stepping out of my comfort zone was one of the best decisions I ever made,” he reflects. “It taught me the value of hard work and smart thinking in a short time.” Upon returning to the family business, Amjad quickly proved himself as a visionary leader, driving growth through clear succession planning, professionalism, and adaptability.
His ambitions extend beyond Sri Lanka. Over the next five years, Amjad’s goal is to make Signature Clothing a globally recognized brand synonymous with quality and innovation. His strategy includes expanding its footprint, introducing advanced technologies, and embedding greener practices at every stage of the business. Signature’s product lines will continue evolving to meet the needs of modern consumers while maintaining the brand’s strong identity.
Expanding into international markets will require careful planning, and Amjad is actively exploring opportunities in Southeast Asia, the Middle East, and beyond. “Sri Lankan fashion has immense potential, and we want to showcase our designs to the world,” he says. “By leveraging our strengths and understanding global trends, we can carve a unique position for Signature Clothing in the international market.”
A Legacy of Innovation and Impact
From starting as a sales associate to becoming the CEO and Director of Signature Clothing, Amjad Hameed’s journey is a testament to perseverance, innovation, and visionary leadership. His ability to blend tradition with modernity, take calculated risks, and empower his team has positioned Signature as a leader in Sri Lankan fashion retail.
Beyond business success, Amjad is deeply committed to making a lasting impact on the industry. He envisions Signature Clothing not only as a profitable enterprise but as a brand that sets industry standards for sustainability, innovation, and corporate responsibility.
As he continues to drive the company forward, one thing is certain: Amjad is not just shaping Signature Clothing’s legacy; he is setting new benchmarks for the Sri Lankan fashion industry, paving the way for a more innovative and sustainable future.