Startups a startup that revolutionizes how Egyptians buy home wear is the fastest growing specialty online retailer of women’s home wear in Egypt; serving women of all shapes and sizes. Farawlaya has a mission, which is making the home wear online shopping experience more private, easy and more enjoyable than visiting your favorite physical store.

Farawlaya’s home wear products are the perfect choice for women and married couples in terms of fashion trends variety and convenience of price without sacrificing quality or privacy. In so, Farawlaya is disrupting the old home wear existing industry in Egypt at scale as well as offering a fully-fledged online experience that is new to the market.

“Besides the huge offline demand for women’s home wear in Egypt, we are witnessing as an online retailer evident organic traction in a short period of time which shows the potential of this market, “said Haitham El Nemr, Farawlaya’s CEO. He adds, “Our platform gets an average of 15K monthly visitors and our Facebook page has 160K follower who actively engage with our product listings and offers.”

Farawlaya team believes delivery convenience has many benefits on customer experience and business levels. In so, the Cairo-based startup delivery operations goes beyond the Egyptian capital to include governorates and the Middle East. In this context, El Nemr, said, “Delivery convenience and options are key to increasing online retailers’ basket size and providing compelling experience to online shoppers.”

Variety is one the key value propositions that Farawlaya offers to women’s home wear online shoppers. El Nemr, commented on this, “We as an online retailer do not need to hold an inventory everywhere as brick and mortar businesses do.” He adds, “Using one touchpoint-our platform- online shoppers can browse and shop from a wide variety of products curated from various suppliers; so we are keen to fulfilling all women’s tastes through the variety aspect of our business as we are giving our clients access to more than 500 products in 10 different categories.”

It is worth mentioning that Farawlaya’s Co-founder and CEO, Haitham El Nemr, announced closing a seed-funding round in Q4 2017 with A15 the leading technology investor. 

A15 is an entrepreneurial company that invests in digital products and technology brands. Its team believes in people and aspire to empower the human race to overcome its limits and expand its capabilities by creating impactful technologies. It has a portfolio of 18 companies and employs around 1000 employee in more than 20 promising markets in the Middle East. 

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