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Based in Los Angeles, California, Elm Company designs and manufactures functional headwear and apparel tailored specifically for the global snowboarding and outdoor recreation markets. The enterprise produces comprehensive seasonal collections of wearable gear that emphasize utility and timeless aesthetics for outdoor enthusiasts across various climates. To develop and test its specialized product lines, the brand collaborates directly with professional athletes and prominent industry figures, including notable snowboarders Justin Fronius and Blake Paul. Following a strategic corporate transition in late 2013, the organization partnered with Hello Distribution to assume full operational ownership of the apparel brand. The company subsequently engaged veterans Bryan Iguchi and Mark Carter to direct its 2014 Fall/Winter and 2015 Spring/Summer seasonal collections under this new management structure. Elm Company was originally founded in the year 2003 by Brett Wiley and Alex Karayan.
Key people at Elm Company.
Elm Company is a Saudi joint-stock company fully owned by the Public Investment Fund (PIF), serving as a leading provider of secure e-services, IT solutions, and consulting to government, corporate, and individual clients across Saudi Arabia and beyond.[1][2][5] Its mission centers on delivering innovative, ready-made and customized digital services—like e-government platforms, outsourcing, and training—to boost efficiency, cut costs, and support national digital transformation, with a customer base exceeding 25,000 organizations and individuals.[1][2] Elm has evolved into an active investor through its venture capital arm, managing a portfolio of 14 companies in emerging technologies, including 2024 investments in YouVerify (digital identity verification) and Reachware (integration platforms), aligning with strategic goals of sustainable growth and tech ecosystem development.[3]
Founded in 1988 and based in Riyadh, Elm initially focused on information security before pivoting in 2004 to secure e-services, pioneering Saudi Arabia's first fully interactive e-government service: the electronic exit/re-entry visa for expatriates.[1] Key milestones include its 2007 transformation into a PIF-owned closed joint-stock company, a 2010 strategic plan for government IT projects, a 2012 brand refresh, 2014 expansion to private sector services, and 2016 entry into global markets.[1] By 2019 onward, Elm built a diverse investment portfolio, reflecting its shift toward strategic ventures in tech sectors that complement its core operations.[3]
Elm rides Saudi Arabia's Vision 2030 digital transformation wave, providing critical e-services that digitize government and private operations amid rapid tech adoption in the Middle East.[1][2] Its timing aligns with rising demand for secure digital infrastructure, fueled by market forces like e-government mandates, KYC regulations, and AI/integration needs, positioning Elm to capitalize on regional growth.[3] By investing in global startups like YouVerify and Reachware, Elm influences the ecosystem, fostering cross-border tech transfer, supporting African/Middle Eastern innovation, and amplifying PIF's role in building a sovereign tech stack.[3]
Elm's dual role as service provider and VC investor positions it for accelerated growth, with its 14-company portfolio likely expanding into AI, cybersecurity, and fintech amid Saudi's $500B+ Vision 2030 investments. Trends like regional digital identity mandates and automated ecosystems will shape its trajectory, potentially evolving Elm into a pan-Middle Eastern tech powerhouse through more strategic exits and international deals. This builds on its foundational e-services leadership, sustaining PIF-aligned value creation in a diversifying economy.[3]
Key people at Elm Company.
