What LEEM TRADING LTD does

Leem is a Saudi fashion brand that designs and retails contemporary modest womenswear, including dresses, kaftans, tops, bottoms, loungewear, and accessories, targeted at women seeking sophisticated, modern apparel that aligns with traditional modest-dress codes. The brand is operated by Leem Trading Ltd, a private entity headquartered in Riyadh with a registered London presence, and reaches customers through three channels: an owned direct-to-consumer e-commerce platform (leem.com) serving Saudi Arabia and international markets, physical retail stores located in Saudi Arabia, and a flagship marketplace listing on Selfridges.com in the United Kingdom.

The product portfolio is organized around recurring seasonal collections — Summer in Motion, The Dress Code, Modern Pairings, and Summer Prints — alongside a core catalogue and an End of Season Sale offering 30–50% discounts. Pricing is positioned in the accessible-luxury tier, with full-price items ranging from approximately SAR 149 to SAR 799 (roughly USD 40–215). No proprietary technology, data platform, or AI capability is disclosed; commercial operations appear to rely on standard e-commerce tooling, and the brand's strategic emphasis is on editorial positioning (Vogue Arabia, Arab News, Asharq Al-Awsat) and fashion-week presence (Riyadh Fashion Week 2025) rather than technology differentiation.

The business model is conventional retail: one-time unit sales of in-house-designed apparel at margin, supplemented by seasonal promotional pricing. The brand is currently privately held with no disclosed funding rounds, institutional investors, or parent company; revenue figures are not publicly available. The most significant commercial milestones to date are the 2024 launch on Selfridges.com as the first Middle East regional brand on that platform and the 2025 Riyadh Fashion Week showcase.

Name

LEEM TRADING LTD

Legal name

Leem

Website

https://leem.com

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

101–250 employees

Short description

Leem is a Saudi fashion brand that designs and retails contemporary modest womenswear — including dresses, kaftans, tops, and accessories — via its e-commerce site, Saudi retail stores, and a Selfridges.com marketplace listing.

Ownership category

akta.pro rank

Product category

Modest Women's Fashion

NAICS

Clothing and Clothing Accessories Retailers (4581)

SIC

Retail-Women's Clothing Stores (5621)

akta.pro primary industry

Modest & Religious Apparel Retail (CRAAABAK)

Keywords

• Modest womenswear fashion
• Contemporary modest clothing
• Women's kaftan apparel
• Saudi modest dresses
• Luxury modest fashion brand

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Retail Fashion Sales: Direct retail revenue from selling contemporary modest fashion including dresses, kaftans, tops, bottoms, loungewear, and accessories through e-commerce and physical retail stores. Products are priced in SAR (Saudi Riyal) with seasonal sales offering 30-50% discounts.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Leem designs, produces and sells contemporary modest women's fashion, including dresses, kaftans, tops, bottoms, loungewear and accessories, organized into seasonal collections such as Summer in Motion, The Dress Code, Modern Pairings and Summer Prints. The brand sells its apparel directly to consumers via its own e-commerce platform leem.com, its physical retail stores in Saudi Arabia, and a flagship partnership listing on Selfridges.com in the United Kingdom, with items priced in SAR ranging roughly from SAR 149 to SAR 799 and seasonal markdowns of 30–50%.

Product overview

Leem is a Saudi modest fashion brand offering a unified product portfolio centered on contemporary modest women's apparel. The core offerings span Dresses, Kaftans, Tops, Bottoms, Loungewear, and Accessories, organized into seasonal collections including Summer in Motion, The Dress Code, Modern Pairings, and Summer Prints. The brand features signature products like embellished kaftans, floral print dresses, and plisse designs, with an End of Season Sale offering discounts on selected items.

Differentiator

Problem solved

Functional benefit

Products and services

• Dresses Core product category of elegant dresses including floral prints, plisse designs, and lurex-marked waist styles, designed for day-to-evening wear for women seeking contemporary modest fashion.
• Kaftans Signature product line of kaftans in diverse styles including yarn embellished, jacquard, polka dot, fringe detail plisse, beaded tassel, and Najdi-inspired geometric floral print variants at varied lengths.
• Tops Blouses and tops including military blouses, lace tops, lurex balloon sleeve tops, frill collar shirts, v-neck embellished tops, and shirt-collared denim tops for modern modest styling.
• Bottoms Skirts and bottom wear featuring printed pleated circular skirts, asymmetric bubble skirts, and A-line tiered styles for modern modest outfits.
• Loungewear Comfort-oriented apparel designed for relaxed home wear while maintaining the brand's elegant modest aesthetic.
• Accessories Complementary fashion accessories sold alongside Leem's apparel offerings.
• Summer in Motion Collection Seasonal collection featuring fluid silhouettes, soft movement and effortless elegance, including shirt-collared denim tops, knit crochet kaftans, and barrel denim skirts.
• The Dress Code Collection Refined collection of styles for day to evening wear, featuring abstract-printed pleated kaftans, cross-over panel loose-fit dresses, and lurex-marked waist dresses.
• Modern Pairings Collection Versatile collection designed to flow across looks and moments, featuring embroidered pencil shirts, asymmetric bubble skirts, and A-line tiered skirts.
• Summer Prints Collection Print-focused seasonal collection featuring floral, geometric, and yarn embellishment patterns across kaftans, dresses and tops.
• End of Season Sale Seasonal clearance sale offering 30–50% off selected styles across Leem's product range (353 items in the sale catalog).

Quantifiable outcome

• First Middle East regional brand to join Selfridges.com

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• SelfridgesflagshipChannel Partner/ Reseller/ DistributorSelfridges, the prestigious UK luxury department store, selected Leem as the first Middle East regional brand to join their online portal Selfridges.com. This landmark partnership represents a significant milestone for Saudi fashion on the global stage, providing international visibility and access to luxury consumers in the UK and globally through the renowned Selfridges platform.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Others

• Ounass: UAE-based luxury fashion e-commerce platform that carries regional modest-fashion brands and Gulf customers — a channel partner and ecosystem participant rather than a direct competitor, but indicative of the digital luxury ecosystem in which Leem competes.

Broad incumbents

• Elie Saab: Lebanese luxury fashion house with ready-to-wear and modest-leaning occasion wear — competes with Leem for the high-end Gulf occasion-wear customer but as part of a broader luxury portfolio.
• Mango (Violeta by Mango): Global mainstream fashion retailer with a dedicated modest-fashion line (Violeta) — competes with Leem in modest apparel at a more accessible price point and with vastly greater scale and marketing reach.
• Dolce & Gabbana: Global luxury fashion house with an Abaya collection targeting Middle Eastern and modest-fashion consumers — a broader incumbent that competes for the same luxury Gulf customer but across a much wider product portfolio.

Direct peers

• Dima Ayad: Saudi contemporary fashion designer known for modern, modest-elegant womenswear and occasion wear — directly comparable on geography, target customer, and contemporary modest positioning.
• Maven Wears: Modest fashion e-commerce brand focused on contemporary everyday and occasion wear — overlapping product categories (dresses, kaftans, accessories) and customer base with Leem.
• Aab: UK-based modest fashion e-commerce brand operating across apparel, sportswear, and accessories — a direct peer in modest fashion DTC, with overlapping customer segments in the UK modest-fashion consumer.
• Bouguessa: UAE-based contemporary modest fashion brand offering ready-to-wear, kaftans, and occasion wear for the modern Gulf woman — directly comparable to Leem in category, customer profile, and price tier.

Regional players

• Sarah's Bag: Lebanon-based luxury accessories and ready-to-wear brand with strong Gulf distribution and occasion-wear positioning — comparable customer segment and Gulf retail footprint, though Lebanon-rooted rather than Saudi.

Emerging players

• Haute Hijab: US-based modest fashion brand originally focused on premium hijabs and now extending into sportswear and modest apparel — adjacent competitor with growing modest-fashion assortment and overlapping consumer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights5 records

Customer concentration

• Xx.com/leem
• Facebookfacebook.com/leem
• LinkedInlinkedin.com/company/leem
• Instagraminstagram.com/leem

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about LEEM TRADING LTD