“You know a lot of fancy brands, right?” “Yes.” “If I ask you, you can probably name five instantly?” “Yes.” “How many local brands do you know?” “I’m having trouble recalling names.” This was the conversation I had with Omar Abou El-Magd, co-founder of Merchant, when he decided to introduce his newly-launched mobile application. Merchant is a mobile app bringing all the local brands to one place. “Our local fashion industry is growing stronger everyday, and the products these brands produce are [strong] competitors with international brands. They just need a place for them to shine, and Merchant offers that,” Abou El-Magd tells Egyptian Streets. “It’s a platform to boost their exposure and help them reach a larger audience,” he adds. Launched in June 2023, Merchant aims to help local brands shine and tap into different user groups they might otherwise not be able to reach. Through the app, consumers can register, shop, and purchase from a number of local brands. Catering to men and women, the app sells shirts, pants, suits, swimwear, footwear, accessories, among other products. GOYA, Roqaia boutique, Anash, and Rollwind Fashion Club are only some of…
