Transforming end-to-end operations in the fashion industry
Jamjoom Fashion, the leading retail powerhouse in the Middle East, transformed its operations by integrating Airtable into its supply chain. With 99.9% on-time delivery, optimized inventory, and award-winning efficiency, Airtable enables agility from idea to shelf.
99.9%
On-time delivery rate: maintained even during external challenges like the Red Sea shipping crisis.
12%
Cost reduction: through optimized inventory management and reduced stockouts.
6%
Increase in sales: driven by improved product launch efficiency and inventory allocation.
Jamjoom Fashion is home to the largest lingerie & nightwear brand in the Middle East (Nayomi) as well as home of a leading brand in Arabic Menswear (Mihyar), boasting more than 200 stores across Saudi Arabia, UAE, and five other countries. To meet the demands of this rapidly growing market, Jamjoom Fashions’ teams must handle complex, seasonal processes with watertight efficiency. From developing products, managing inventory and supply chain tracking, Jamjoom Fashion powers critical operations in Airtable.
"We’ve always been about bringing the best experiences and products to our customers,” explains Osman Jamjoom, Transformation Director at Jamjoom Fashion. “That mission demands agility in our entire operation—from what we call ‘idea to shelf’ - i.e our entire value chain in developing products to our customers”
The challenge
Starting with a single franchise store in 1987, Jamjoom Fashion has grown into a powerhouse managing multiple private and franchise brands. However, as the brand expanded, the operational landscape grew more complex. While operating in a competitive and fast-paced retail industry, Jamjoom Fashion encountered increasing obstacles due to disparate systems and outdated tools. With separate platforms for key functions like product development, buying, item planning, finance, logistics, and supplier management, data often remained siloed, leading to delays and hampering seamless product development. Additionally, critical legacy applications were aging, creating innate risks in the entire value chain of the business.
This disconnected approach hindered Jamjoom Fashion’s ability to deliver products to market quickly and maintain the agility needed to meet evolving customer expectations. We needed a way to unify critical applications that were key to our supply chain.
Creating a unified digital supply chain from ‘idea to shelf’ with Airtable
To overcome these hurdles, Jamjoom Fashion implemented Airtable, creating a centralized system that brought cohesion to every stage of its product journey. With Airtable as the new operational hub, Jamjoom Fashion established a single source of truth, centralizing all product development data (PLM/PIM), supply chain information and product performance. This integration eliminated data silos, ensuring consistency and accuracy across departments and giving teams complete visibility from the design phase through to delivery and after launch.
Airtable automations transformed routine tasks across the organization. Approvals, notifications, and status updates that once required manual handling are now automated. By streamlining repetitive work, Airtable frees teams to focus on high-impact, strategic initiatives that help the company achieve faster outcomes.
Designers, buying teams, and logistics teams can now collaborate seamlessly, receiving immediate feedback and making adjustments as needed. This connectivity reduced delays, improved alignment, and eliminated miscommunications that were common with previous separate systems.
The platform’s integration with Jamjoom Fashion’s ERP and logistics systems created a cohesive link between physical supply chain, finance and operations. Teams now enjoy real-time visibility into inventory, shipments, and costs, empowering them to make informed decisions. This end-to-end integration helps the company plan their next product line and forecast financial progress with greater accuracy.
With enhanced Airtable dashboards and integrated reporting tools, Jamjoom Fashion can now track its entire end-to-end supply chain in real time. This comprehensive visibility enables data-driven decision making, strengthening strategic planning and improving the company’s responsiveness to market changes.
Finally, Airtable’s customizable workflows support quality control processes, enabling teams to log and address quality issues immediately. This structured feedback loop with suppliers has ensured consistent product quality and strengthened brand standards, creating a continuous improvement cycle that enhances both supplier relationships and product consistency.
“Our reliance on Excel and fragmented tools used to frustrate teams and slow decisions. With Airtable, insights are accessible to all, collaboration has flourished, and we’re delivering results faster than ever.”
Customer insights
“The beauty of Airtable lies in its ability to abstract away workflow complexity. By centralizing our operations, we’ve enabled real-time decisions, accelerated product launches, and improved collaboration. Airtable transformed our supply chain into a true competitive advantage.”
"Integrating our Airtable bases with core ERP data–such as purchase orders, payment information, and warehouse arrivals–has provided us with seamless visibility and actionable insights into our supply chain, transforming the way we operate”, said Jamjoom.
“Four years later, literally everything is in Airtable—sales history, designs, supplier info, and key commercial data. This transparency has reshaped how we operate and think about data, driving smarter decisions and consistent growth.”
Accelerated time-to-market and strategic growth
Since adopting Airtable, Jamjoom Fashion has achieved measurable gains in efficiency, accuracy, and collaboration
Faster Time-to-Market: Unified data and automated workflows have reduced the time for new product launches, ensuring that Jamjoon Fashion’s latest designs reach the market quickly and meet customer demand.
Optimized Inventory Planning: Real-time shipment and inventory data allow the company to optimize inventory allocations accurately, reducing stockouts and excess inventory while ensuring product availability across locations.
99.9% On-Time Delivery Rate: Maintained nearly perfect delivery reliability despite external challenges like the Red Sea shipping crisis.
Optimized Inventory Management: Reduced stockouts and overstock risks while ensuring efficient supply chain movement.
“We finally have a streamlined intuitive system that enables real-time decision-making based on accurate, centralized data,” Osman shares. “This transformation has not only reshaped our operations but also earned industry recognition, winning us the Retail Transformation of the Year 2024, one of the most prestigious awards in the Middle East–further validating the impact of our efforts”.
Future vision
Building on this success, Jamjoom Fashion is exploring AI-driven insights within Airtable to enhance predictive capabilities for sales forecasting, seasonal planning, and inventory management. With approved strategic vision to double down on a unified application ecosystem–tightly integrated with their ERP– Airtable has become the foundational layer of this transformation. Its ability to tackle all three key levels of a business application–data, interfaces, and workflows– made it the clear platform of choice.
“We’re excited to deepen our use of Airtable,” Osman Jamjoom concludes. “As our business continues to expand, this system ensures we stay agile and customer-focused.”