Lomar Sees A Future Without Limits
A common trait among successful, fast-growing Saudi businesses is that each has an intuitive understanding of the preferences of their customers and deep respect for the culture of their country.
This level of sensitivity is important in any business, but it is absolutely essential in the Saudi clothing apparel industry where design innovations must be tempered by the cultural mandate for modesty.
Loai Nassem and Mona Al-Haddad have managed to incorporate this delicate balance into their exquisitely designed thobes that are now in demand worldwide. "We redefined the thobe as stylish attire but within traditional boundaries," explains Loai, who along with wife Mona launched their clothing apparel company, Lomar, in 2001. "It is clothing that is both a fashion statement and a statement of national pride."
Lomar, which is a combination of the names Loai and Mona and not coincidentally hints of French haute couture, has become a widely recognized brand, an important asset in the fashion industry. While designs can be copied, "a brand differentiates your product," notes Loai. Along with the brand name came a distinctive logo. "We made a square with two colors with Lomar inside of it. Very simple. Very strong. It became part of our identity and we include it with all our communications," he adds
In the beginning Lomar did little advertising, allowing its reputation to spread by word of mouth. Soon, Lomar’s elegant fashions were much in demand. Orders poured in making it necessary to move out of their home where production was based into larger facilities. In 2005, the first Lomar retail store was opened, and after that the rise in sales was dramatic. In 2005, revenues were approximately 5 million SR. By 2007 they had reached 20 million SR. The company grew from 3 full-time employees in 2003 to 25 employees (half female) in 2007. Recently, a new store was opened in Riyadh and the company plans to open other branches in Medina along with the flagship store in Jeddah. Innovations included first-ever zippered thobes and an iThobe which has a pocket for an ipod and accommodations for earphones. Also in the works is a ready-to-wear line that will be marketed to national retailers.
Lomar’s current spectacular success (during Ramadan business is so brisk that a two-thobe-per-customer limit is imposed) was preceded by many years of effort. Loai and Mona launched several unsuccessful ventures – 15 to be exact -- until they realized their failure was caused by two missing ingredients: knowledge and experience. "It was a dream to have my own company, so I tried it, Loai explains. I knocked on many doors. But I had no knowledge and no experience so my attempts failed."
Rather than give up, Loai and Mona decided to fill the gaps. For 10 years, Loai worked as the creative director for several large marketing agencies, including two years with Ubernet, an American agency with international clients and 3-point Advertising the largest Saudi based agency. During this period he solved problems for a wide range of clients, from bankers to coffee manufacturers. "I tried to solve their problems through advertising and communication, designing logos, establishing their identities. So this gave me the knowledge I needed," he said.
Their early business failures, though difficult, provided insight. Each business had a different product line, "so I learned how to deal with people," Loai explains. And each of the failed attempts emphasized the importance of knowledge and experience. Entrepreneurs launching businesses, says Loai, "must first have knowledge, meaning a degree from a high school or university." But knowledge must be accompanied by experience, preferably working in the industry you intend to enter. "After that you have the knowledge and experience to open your own company, but before that it’s very dangerous," he explains
Loai has other advice for aspiring entrepreneurs: don’t go it alone. "There is no superman in the 21st century," he insists. "I found a good partner, not only one with money but one who has knowledge and experience in different fields. I am an artist and graphic designer; I hate accounting. So I found one partner who is good with numbers and another partner who is good in management and marketing."
Ultimately, he says, the secret to success in business is "patience and passion." Patience is required to try and fail and then to try again. Passion comes from working in a field you love. "I like designing and this is the field for me."
Patience and passion are the foundation to build upon, and for Lomar the future has no limit. "I would love to be one of the biggest companies internationally - in the U.S., Europe and the Middle East," says Loai. "This is my plan."
