Blooming with love

“Blooming isn’t just a brand, it’s a tradition cherished by mothers, lovingly passed down to their daughters,” said May Bahjat Kanounji, Chief Executive Officer of Blooming, a KSA-based homegrown fashion brand.

Blooming was established in 2016 by the Al Nahdi Family as a lingerie brand in Saudi Arabia. With a rich tapestry of tradition, innovation, generational love and under Kanounji’s leadership, Blooming has become a symbol of enduring style and elegance, emerging as a remarkable Saudi fashion success story.

Today, the brand offers a versatile range, including lingerie, undergarments, home wear, sportswear, faith wear, maternity attire, bridal essentials and beauty accessories. Meticulously designed by Saudi talents, Blooming’s collections combine comfort and quality. What’s more, the brand has extended its reach from prime locations to remote cities across Saudi Arabia through a diverse array of store formats, including retail stores, pop-ups, shop-in-shops, and even vending machines, allowing women of all ages and backgrounds to access the confidence and comfort they deserve with ease.

Asked about what she really means by Blooming being “not just a fashion brand,” here’s what Kanounji said, “At the core of Blooming’s identity lies a commitment to faith wear. This unique approach to fashion goes beyond aesthetics, delving into the realms of blessings. Blooming has artfully intertwined faith wear with the concepts of ‘baraka’ and ‘karma’, where every piece of clothing represents not just a garment but a representation of blessings and good deeds. As mothers gift faith wear to their daughters, they also transfer values and timeless wisdom to the younger generations.”

But a faith-focused approach hasn’t deterred Blooming from adopting technology to remain relevant, agile and ensure the right CX (customer experience).

In this context, Kanounji observed, “Blooming has embraced innovation with open arms. From IT solutions that enhance customer experience to groundbreaking marketing initiatives, we always endeavour to leave our mark. We’ve embraced a pioneering retail payment technology, MishiPay, allowing our shoppers to scan and pay with their smartphones, making their experience not only more convenient but also smoother. Furthermore, holograms have become an integral part of the Blooming experience, wherein we leverage holography’s innovative 3D capabilities to enhance the brand’s presentation, creating immersive experiences for our customers.

Currently, Blooming has a network of over 33 retail stores across the Kingdom of Saudi Arabia – 17 in the western region, 7 in the central region, 5 in the southern region, 4 in the eastern region and 1 in the northern region. In addition, the brand has a robust online presence and delivers internationally, alongside an engaging social media presence.