Abdulrahman Alammar and Munira Alkadi 

In a region where modest fashion has long been driven by seasonal collections and traditional retail cycles, Munira Alkadi and Abdulrahman Alammar are betting on something fundamentally different: data.

The Saudi entrepreneurs founded Aya in 2024 with the aim of reimagining how abayas and modest fashion are designed, produced and sold, replacing inventory-heavy forecasting with a demand-driven model that responds to customer preferences in real time. The pair brought complementary entrepreneurial experience to the venture. Alkadi previously co-founded Mamba Academy, while Alammar had launched startups including BakersDough and TechFleck before the two

joined forces. Their vision was to solve one of fashion retail’s biggest inefficiencies, overproduction, by testing hundreds of new designs each month, analysing customer engagement and manufacturing only the products that demonstrate genuine demand. The approach has resonated with both consumers and investors. Since launch, Aya has served more than 100,000 customers across Saudi Arabia and the GCC, positioning itself as one of the kingdom’s fastest-growing fashion technology startups.

In April 2026, the company secured a $7m Series A funding round led by RAED Ventures, with participation from Nuwa Capital, Sanabil Investments, Khwarizmi Ventures and Joa Capital. The investment brought Aya’s total funding to approximately $9.8m.