Saudi Egyptian Developers Signs Strategic Partnership with Nile Projects & Trading Co to Enhance the Commercial Appeal of “Central” Project
In a move that reflects its leadership position and ambitious vision for reshaping the future of real estate development in Egypt, Saudi Egyptian Developers has announced the signing of a strategic partnership with Nile Projects & Trading Co, a company specializing in attracting top global brands. This partnership aims to bring in over 10 brands to “Central” project, enhancing its status as a leading commercial and entertainment destination in the heart of New Cairo and providing a shopping experience that meets the highest international standards.
To achieve this vision, Saudi Egyptian Developers has also collaborated with Decipher Egypt, as a strategic consultant for managing and operating commercial spaces. This collaboration includes comprehensive solutions such as planning, innovative operational strategies, and design consulting. This partnership aims to increase the investment and commercial value of “Central” project and ensure it aligns with modern market demands and the growing needs of customers.
Eng. Mohamed El-Taher, CEO of Saudi Egyptian Developers, stated, “We are proud of this partnership, which represents a qualitative leap in the company’s journey. Our goal is no longer limited to developing buildings; we are creating integrated destinations that pulse with life and reflect a modern lifestyle. “Central” project is a true testament to our commitment to innovation and quality. With Nile Projects & Trading Co and Decipher Egypt, we are setting new standards in the integrated commercial projects sector.”
Mr. Ahmed Al-Naggar, Vice Chairman & CEO of Nile Projects & Trading Co, confirmed that this partnership represents a strategic step toward introducing an advanced concept in managing and operating commercial destinations in Egypt. He explained that more than 10 prominent brands have been selected to ensure that “Central” project becomes the top destination for shopping and entertainment. Notably, Nile Projects’ portfolio includes over 60 global brands, including Tommy Hilfiger, Polo Ralph Lauren, AllSaints, BOSS, HUGO, Sandro, Maje, Charles & Keith, and Bluemint.
This collaboration serves as a pioneering model for integrating the roles of an experienced real estate developer and a specialist in brand management, supported by a strategic consultant focused on maximizing operational and commercial value. Through this initiative, Saudi Egyptian Developers aims to create a comprehensive experience in “Central” project, ensuring its sustainability and enhancing its investment returns while establishing it as the primary destination for those seeking a distinguished experience that goes beyond traditional shopping.
“Central” project is one of the most prominent mixed-use developments in New Cairo, with a total built area of approximately 160,000 square meters. It includes office spaces, retail shops, and entertainment areas, located strategically overlooking North and South 90th Streets and Mohammed Naguib Axis, making it a vibrant hub that combines shopping, work, and leisure in one integrated environment.
