Kamal Osman Jamjoom

Engineer Kamal Osman Jamjoom founded the company in 1992 when he opened a single lingerie store named Nayomi to address a market gap for culturally appropriate women's intimate wear in Saudi Arabia. Jamjoom graduated from Lanchester University, UK with a BSc in Production Engineering following his schooling in Saudi Arabia and Lebanon. Before launching his entrepreneurial venture at age 27, Jamjoom worked for Procter and Gamble (P&G). The initial venture was one of the earliest The Body Shop franchises in Jeddah, Saudi Arabia in 1987, before the focused fashion business evolved.

From the single Nayomi store, Jamjoom Fashion evolved into a multi-brand group with the launch of Mihyar, a contemporary menswear brand, in 2012. The company operates a 'concept-to-consumer' business model, controlling brand identity, product design, and strategic direction, while outsourcing manufacturing to third parties for flexibility. As of September 2025, Jamjoom Fashion completed its Initial Public Offering on the Parallel Market (Nomu) of the Saudi Exchange, with the offering raising approximately SAR 346 million and implying a market capitalization of SAR 1.15 billion.

Jamjoom Fashion positions its brands in the 'masstige' segment—offering high-quality, design-led products at accessible prices—and relies on a data-driven, direct-to-consumer approach with advanced CRM capabilities. The company operates an omnichannel sales approach across the GCC with 218 physical stores and robust digital presence, including e-commerce sites, mobile apps, and social-commerce channels. Nayomi, which accounted for 84% of the company's revenue as of June 2025, holds a leading market position in women's intimate apparel and nightwear across the region.

Career History

• Employee at Procter and Gamble (P&G) – pre-1987
• Founder of Kamal Osman Jamjoom Trading Company (began with The Body Shop franchise) – 1987
• Founder and Chairman of Jamjoom Fashion Trading Company – 1992-present

What Kamal Osman Jamjoom could bring to his role at Jamjoom Fashion Trading Company: With three decades of retail entrepreneurship, production engineering expertise, and proven brand-building capabilities across multiple category verticals, Jamjoom is positioned to continue driving innovation in the concept-to-consumer model. His experience scaling from a single franchise location to a 664+ store omnichannel operation, combined with his track record of launching category-defining brands like Nayomi and Mihyar, enables strategic oversight of product excellence and regional expansion initiatives. His demonstrated ability to balance brand authenticity with accessible pricing positions Jamjoom to navigate post-IPO growth while maintaining operational control and customer-centric values.