Jan Baan

Jan Baan joined shoe retailer Omoda as assistant to the CEO in 2017 when he was 24. The company, started by his wife’s family five generations ago, had a handful of shops and online sales. He became its COO and co-owner in 2019, and continued to invest in his own development by studying for an MBA, and post-graduate diplomas in organisational leadership and AI for business at the University of Oxford. By the time he became Omoda’s CEO in 2022 – at the age of just 28 – he was ready to lead its transformation to a much bigger fashion retailer with an entrepreneurial, omnichannel approach.

Now, Jan is CEO and co-owner of two fashion retailers: Omoda and Assem. Both companies have emerged from the recent rapid changes in the retail landscape during the pandemic as stronger, more innovative, and more customer-centric businesses with the aim of being the most personal on- and offline boutique at scale. With a team of over 900 people, 65 physical stores and an online shop responsible for over 70% of revenues, the business is one of the leading fashion retailers in the Netherlands, generating over EUR 350 million in Gross Merchandise Value annually.

Jan’s nominator is RSM Professor of Management and Technology Steef van de Velde: “Jan shows the impact that a driven, visionary leader can make in business, and in our academic community. His eagerness to keep growing – as well as his meteoric rise and strategic acumen – speaks volumes about his discipline, humility, and a desire to continuously learn.”

Jan shares his insights at RSM Alumni events, and has been an inspiring guest lecturer for bachelor and Executive MBA students. “He brings real-world perspective and genuine energy into the classroom,” says Steef van de Velde.

Jan believes personal growth is constant, and his fulfilment comes from knowing he has done everything possible to achieve, build, or grow something – such as using technology and AI to recreate a personalised shopping experience online.