Reflect Developments has announced a strategic partnership with EGYMAP, a leading specialist in retail leasing and brand placement.
to attract a distinguished portfolio of local and international brands to its Infinity Mall and SELEKT Mall.
Eng. Mohamed Shehab, Chairman of Reflect Developments. stated that real estate market is currently entering a new phase in which a project’s success is no longer determined solely by construction and development.
Instead, it increasingly depends on the developer’s ability to deliver a fully integrated product that ensures sustainable operations, enhances customer experience, and achieves high occupancy rates and strong investment returns.
He noted that Reflect Developments has, since its establishment, embraced a vision centered on developing integrated business and commercial communities.
This approach is reflected in the company’s careful selection of strategic partners and its focus on securing strong brands that enhance the value of its developments.
Shehab noted that the company remains committed to delivering projects that meet the highest standards of quality and possess all the elements required for long-term success and sustainable growth.
Eng. Ehab Mady, Co-Founder and Chief Executive Officer of Reflect Developments, stated that this collaboration forms part of the company’s comprehensive strategy to build an integrated operation ecosystem that ensures asset sustainability, maximizes investment returns, and creates vibrant retail and entertainment destinations capable of meeting the evolving needs of Obour city market.
He explained that Obour city has become one of East Cairo’s fastest-growing and most attractive markets, benefiting from a rising population base, increasing consumer spending, and growing demand for modern retail and entertainment offerings.
These factors have positioned the city as a prime destination for leading local and international brands seeking expansion opportunities.
Mady further highlighted that the founders of Reflect Developments have been actively involved in the Obour City market since 2005, giving the company extensive experience and a deep understanding of the area’s commercial landscape and consumer behavior.
For his part, Eng. Ramadan Saber, Chairman of EGYMAP, stated that the success of modern commercial developments is increasingly tied to their ability to curate a balanced mix of brands capable of attracting diverse customer segments.
He noted that this principle has been at the core of EGYMAP’s retail leasing strategy for both Infinity Mall and SELEKT Mall.
He noted that brand selection extended far beyond name recognition, focusing instead on each brand’s market positioning, commercial strength, alignment with the target customer base, and potential to drive sustainable business performance.
Saber added that the retail mix at both developments has been carefully curated to create a dynamic and engaging environment that attracts consistent visitor traffic and fosters repeat customer engagement throughout the year.
Saber highlighted EGYMAP’s success in attracting a strong lineup of well-established brands to Infinity Mall and SELEKT Mall, including Second Cup, 929, Ward Beirut, Pizza Station, and Taghamees, alongside the signing of the internationally recognized Espresso Lab.
He noted that negotiations are currently underway with additional leading brands, with new partnerships set to be announced in the coming months.
These additions are expected to further enhance the appeal of both developments and reinforce their positioning as premier destinations offering an integrated mix of retail, dining, entertainment, and hospitality experiences.
Meanwhile, Mr. Mohamed Nassar, Chief Commercial Officer at Reflect Developments, said that securing leading retail brands has been a core objective of the company since the early stages of defining the commercial strategy for both projects.
Nassar disclosed that Obour city offers strong fundamentals that position it to become a competitive commercial and service hub alongside other major new cities.
He added that Reflect Developments is currently engaging in negotiations with a number of prominent brands across the food and beverage, services, and entertainment sectors, with plans to announce new agreements in the near future.
These initiatives align with the company’s strategy to deliver a distinctive customer experience across its developments, while strengthening its focus on operational quality and long-term investment value.
Eng. Eyad Riyad, Chief Marketing Officer at Reflect Developments, stated that the newly signed agreements are part of a broader strategy aimed at strengthening customer trust and transforming the company’s projects into fully fledged destinations for living and business.
He noted that Reflect Developments has successfully delivered eight projects within just three years and is preparing to launch its ninth project in the near future.
Riyad added that brand selection is based on in-depth market studies that analyze local demand and consumer behavior, ensuring strong footfall and high engagement from the very first day of operation, pointed out that Infinity Mall is scheduled to commence operations within the current year.
Riyad concluded that these agreements reflect a strategic transition for Reflect Developments from conventional real estate development toward creating integrated commercial destinations.
This approach combines strategic locations, contemporary design, professional management, and strong brand partnerships to deliver enhanced value for both customers and investors.
