Jan Baan

In our business, the key lies in balancing tech and touch. We have been striving for the perfect balance for the past 150 years.

Jan Baan is the CEO and co-owner of Omoda and Assem, two leading fashion retailers with more than 60 stores across the Netherlands and. As part of the fifth generation at the helm of this 150-year-old family business, he combines heritage with a forward-looking vision, driving strategy, innovation, and sustainable growth. Under his leadership, Omoda and Assem have strengthened their position as digital frontrunners, generating over 70% of their revenue online and pioneering the use of AI across the organization; from inventory optimization and customer service to product content and AI-powered styling. Next to a graduate degree at the RSM, Jan recently completed his Executive MBA at Oxford University, where he is also pursuing advanced studies in AI, reflecting his belief that technology and creativity together shape the future of retail. With entrepreneurial drive and a focus on long-term impact, he continues to build bridges between tradition and renewal, past and future.

How do I build bridges?

I build bridges by connecting heritage with innovation: bringing together 150 years of family tradition with new technologies like AI. By empowering people and embracing change, I ensure our brands remain relevant and resilient, shaping a future where fashion, technology, and authenticity reinforce one another.