Women’s Nightwear & Intimates Leader In The Region
1992
Brand Created
167
Total Retail Stores
839
Number of Employees
30,800
Total Physical Retail (SQM)
2M+
Customers Annually
Authors of the market
Founded in Saudi Arabia over 30 years ago, Nayomi has grown into the number one leading retail destination for lingerie and nightwear in the Middle East. Created by the Jamjoom Fashion team, Nayomi leverages an in-house, vertically integrated model that drives operational efficiency and full ownership of the consumer experience.
Recognized by Forbes as one of the region’s most admired brands, Nayomi continues to inspire confidence and beauty, setting industry standards with luxurious designs that honor its rich heritage.
Created To Celebrate Her Princess Within
- Pajama Destination
- Intimates Specialist
- Body Mists
- Bridal Moments
- Pajama Destination
- Intimates Specialist
- Body Mists
- Bridal Moments
Intimates Innovation
Push-Up Destination
Multi-way Fashion
Style & Assortment
Push-Up Destination
Multi-way Fashion
Style & Assortment
In-House Expertise
Concept-Led New Product Development
Brand Creation
Effective Marketing
Unrivalled Quality
In-House Expertise
Concept-Led New Product Development
Brand Creation
Effective Marketing
Unrivalled Quality
‘Most Admired Lingerie and Nightwear Brand in the Middle East’ — RetailME
Awards & Recognition
Launched Nayomi As Multi-Brand Operation
1992
Moved To Private Label Sourcing
1998
Opened Dubai Head Office
2002
Opened 100th Retail Store
2007
Most Admired Lingerie + Nightwear Retailer
9 Consecutive Years
2016–2025
1M Followers on Instagram
#1 Followed Retailer in MENA
#4 Followed Retailer Globally
2020
Captivating Experiences Drive our Consumer Engagement
History Of The Fitting Rooms
We were the first brand in the region to offer fitting rooms in-store for women, assisted by women. In conservative regions, consumers still proudly take note of this customary experience, celebrating Nayomi’s commitment to their femininity.
Available Anytime Anywhere
Nayomi’s Following is Bigger in One Country than Many Global Brands in 50+ Countries
*All data accurate as of September 2025
