- What inspired you to shift from being a sales representative to founding your own company in 2019?
My career started 14 years ago as a sales representative, followed by three years as a promoter in duty-free shops. While working with alcohol—a niche industry in Egypt—I invested in learning about the brands and their craftsmanship. Over time, I was promoted to account manager, which gave me deeper insight into client needs and deal-making. After managing the business for four years, I realized my dream of starting my own company. My vision was to establish the first Egyptian-owned distribution company in this sector, serving Egypt and North Africa.
- Your business model of buying, labeling, and storing international brands is unique. What inspired this approach, and how has it set you apart from competitors?
I wanted more control over operations and to create something distinct. Most companies follow the traditional representative model, but I chose to work as a distributor. This approach allows us to handle everything—from shipping goods, labeling, and documentation to delivering them to clients. We call this the “Push” phase. The second phase, “Pull,” focuses on increasing sales through on-trade activation and creating demand at airports. It’s a challenging model, but one that gives us a clear edge.
- What challenges do you face as a distributor for international brands across Egypt and Africa, and how do you overcome them?
Distributing alcohol in Egypt and Africa is complex due to cultural, legal, and economic factors. Challenges include limited retail channels, competition from informal markets, and cultural sensitivities.
We address these by targeting niche segments like tourists and expatriates, promoting responsible drinking through CSR initiatives, and tailoring our messaging to align with local values. Success in this industry requires navigating these challenges while adapting to regional differences.
- What is your process for selecting luxurious brands for your portfolio, and how do you ensure they meet the demands of niche markets?
We focus on curating the best brands in each category rather than overloading our portfolio. This allows us to give each brand the attention it deserves. Before selecting, we study the culture and preferences of our clients to ensure the brands align with their expectations. By concentrating on premium products, we offer our customers exceptional quality and exclusivity.
- How does your hospitality company specializing in bartending services enhance the customer experience?
Our hospitality company, WSU, started by catering to specific events but evolved to complement our products. It offers bartending services for corporate events, weddings, concerts, and private gatherings. We also use on-trade activation to raise awareness about our brands, creating a seamless connection between product and experience.
- You now own and operate six companies across Egypt, Dubai, Hungary, and Cyprus. What challenges and opportunities have come with expanding internationally?
Expanding internationally has its complexities, from navigating logistics and regulations to adapting to cultural differences. Tailoring our strategies to each region is essential but requires time and investment. However, this growth has brought opportunities like market diversification, economies of scale, and access to new customer segments. Each new market strengthens our brand visibility and opens doors to exciting collaborations.
- What are your future plans for your businesses, and how do you envision further growth in the luxury market?
We’re expanding our portfolio to include new products like alcoholic beverages, cigars, and jewelry. Additionally, we aim to enter new markets in the domestic and international travel retail sectors, further solidifying our presence in the luxury space.