Egypt
In a city transformed by online shopping, four young entrepreneurs spotted an opportunity; what if local fashion brands had a physical space where customers could try on designs firsthand? Back in December 2022, that simple idea led Mohannad Saleh, 24, Mostafa El Serag, 25, Mina Maged, 30, and Youssef El Hawary, 25, to open a small store in the basement of a New Cairo villa. There was no billboard, no major campaign, just racks of clothing from online-based Egyptian brands…
