Locally: From a Basement to a Hub for Local Shopping in Egypt ...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 and a shared belief that shopping local could be better. An idea grew bigger than the basement. Founded during a time of sharp inflation that widened the gap between international and local brands, Locally arrived and it changed the game.  As Egypt faces rising inflation and shifting economic conditions, more consumers are turning to local brands. Locally taps into this growing trend, offering shoppers a space to discover and support Egyptian designers. According to PwC’s Global Consumer Insights Survey 2022, 83 percent of Egyptian consumers are willing to pay more for products made or sourced locally, reflecting a growing support for homegrown businesses. In a time when inflation has strained…

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