Curated Brand Portfolio
We select premium mother, baby, and lifestyle essentials for every stage of family life — from newborn days to school mornings.
SINCE 2017 · DUBAI, UAE
About us
OUR MISSION
Your Gateway to the Middle East Mother & Baby Market
We're an independent, founder-run company connecting families across the Middle East with trusted mother, baby, and lifestyle brands from around the world — products we'd proudly use in our own homes.
Every brand we represent, we treat like our own — from strategic market entry to hands-on retail activation.
Our Belief
Not just distribution. Brand building, with purpose.
Over the years, we've introduced global favourites and nurtured rising stars, always with the same belief: brands that put families first deserve partners who do the same.
Who we are
Meet the Founder
Jossette Naiken swapped equities trading floors at Bank of America for weaning spoons — and spent the years since finding the mother & baby brands the Middle East can actually trust.
She's tested over 400 products by hand, including more than 120 car seats and 100 strollers, before launching JBC Distribution in 2017 to close the gap for niche, high-quality, sustainable baby products in the region.
In 2026, Jossette joined the Advisory Board of Kids & Toys Expo Saudi Arabia. She will also speak on stage this October at the She Leads Summit, part of the Baby & Kids Expo at the Dubai Convention Centre, Expo City.
She's tested over 400 products by hand, including more than 120 car seats and 100 strollers, before launching JBC Distribution in 2017 to close the gap for niche, high-quality, sustainable baby products in the region.
In 2026, Jossette joined the Advisory Board of Kids & Toys Expo Saudi Arabia. She will also speak on stage this October at the She Leads Summit, part of the Baby & Kids Expo at the Dubai Convention Centre, Expo City.
What we offer
What we do
Market expertise paired with a clear sense of what families need.
Full-Service Execution
Retail placement, e-commerce activation, and dedicated Amazon marketplace management, all under one roof.
Regional Market Expertise
A trusted network of retailers, e-commerce platforms, and family communities across the Middle East.
Why JBC
Why Partner with JBC?
- European-led, brand-first approach built on long-term brand equity.
- Deep expertise in premium mother, baby & child categories
- Full-service execution across retail, e-commerce, and Amazon marketplaces.
- Strong regional network of trusted retailers across the GCC and wider Middle East.
- Deep expertise in premium mother, baby & child categories
- Full-service execution across retail, e-commerce, and Amazon marketplaces.
- Strong regional network of trusted retailers across the GCC and wider Middle East.
Get in touch
Let's Work Together
Whether you're a brand looking for regional distribution or a retailer seeking premium products, we'd love to hear from you.