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14 Nov 2023
Chiva-Som sister-brand Jayasom to focus on tech and target younger generation
BY
Megan Whitby
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Jayasom will be designed to attract the younger generation of wellness consumers
photo: Shutterstock/CandyRetriever
Destination wellness operator and Chiva-Som sister brand Jayasom plans to launch in Saudi Arabia, Europe, Japan, India and Malaysia as part of a major global rollout plan. The brand’s first property will launch in Saudi Arabia in 2024 at the vast upcoming integrative multigenerational health resort called Amaala.
Speaking exclusively to Spa Business, Chiva-Som business development director and Jayasom board member Karen Campbell revealed plans are also underway to open a 35-villa Jayasom property in Ibiza, Spain. The retreat will be located at a 300-year-old olive oil farm surrounded by a pine forest and orchards of citrus, almonds, grapes, figs and olives.
The third property will be a forest retreat in Japan where programming and design will take inspiration from Japanese wellness traditions including Onsen and forest bathing.
Jayasom will also expand into India and Malaysia and has aspirations to branch into France.
Jayasom's key characteristics
“Although Jayasom and Chiva Som's values are the same – with a sharp focus on health and sustainable wellness – they’re distinct from one another,” said Campbell.
“In contrast to Chiva-Som, which encourages guests to embrace a digital detox, Jayasom will target the younger generation and focus on tech integration.”
Programming will be centred around spa, beauty, aesthetics, nutrition and mental health.
She added: “Each location will be distinct in its own right with a sense of place, but there will be a strong synergy among the portfolio.
“We want Jayasom guests to feel connected and grounded.”
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