Imkan Misr announced the signing of a new strategic partnership within its integrated project “The Broge” Business Park, as part of its vision to develop integrated urban destinations that enhance daily living experiences by combining residential, service, and entertainment aspects within one community, reflecting a modern lifestyle concept based on integration and sustainability, Invest-Gate reports.

The Broge project spans approximately 1,200 acres in a strategic location in New Heliopolis, near New Cairo and Al Shorouk City, granting it a competitive edge as an integrated residential destination in East Cairo. The project includes several integrated phases designed to provide a comprehensive community combining housing, education, healthcare, entertainment, and open green spaces, based on a vision that seeks to achieve a natural harmony between the different elements of life, creating a connected and balanced environment that enhances the quality of life and meets the aspirations of various groups.

The Broge: An Integrated Urban Destination Enhancing Daily Living Experiences in East Cairo

The Business Park is one of the main components of the Broge project, featuring a range of commercial and service spaces offering a variety of activities, including restaurants, cafes, and daily services, to support the needs of residents and visitors within the project and enhance the integration of services provided.

As part of the development of the Business Park area, which represents one of the key hubs for daily services and activities, Mulliri is set to open its new branch, making it one of the latest additions to the area and the first branch in New Heliopolis. This move reflects the project’s direction toward establishing a new identity as a comprehensive destination combining business and recreational experiences, as well as expanding its brand presence in the Egyptian market and selecting strategic locations with growing population density and increasing activity.

Mulliri is one of the leading coffee brands in Egypt, currently with 9 branches in the country. The brand’s roots date back to 1994, when it began as one of the main providers of traditional Turkish coffee in Albania. In 2007, it opened its own factory with state-of-the-art production lines, raising production efficiency and improving product quality.

In 2013, Mulliri launched a new café concept based on self-service and a “Takeaway” culture, which revolutionized the coffee experience, not only for the brand but for the coffee shop market as a whole. This journey reflects the brand’s continuous development and its ability to keep up with modern trends, offering an integrated contemporary experience that suits fast-paced lifestyles.

Mulliri Expands Its Brand in Egypt with the Opening of Its First Branch in New Heliopolis

In this regard, Eng. Ahmed Aref, CEO of Imkan Misr, stated: “This partnership represents a pivotal step in the development strategy of the Broge project, particularly in the Business Park area, which Imkan Misr aims to turn into an integrated model that combines various daily lifestyle elements in one place. Attracting a brand like Mulliri reflects the project’s goal to build a vibrant community that not only focuses on housing but also offers an integrated experience of services and activities that cater to the needs of both residents and visitors, thus strengthening the Broge’s position as a leading urban destination in East Cairo.”

Imkan Misr: The Broge Project Reflects an Innovative Vision to Achieve Integration Between Housing, Services, and Entertainment

Mr. Ahmed Abdllah, founder of Mulliri, also added: “We are proud and happy to join the Broge project through Business Park. This cooperation is an important step in our expansion plans in the Egyptian market. We are keen to be present in integrated communities that provide real value to the customer, and we are confident that Business Park offers the ideal environment to deliver the Mulliri experience based on quality and innovation. We look forward to being part of the daily life within this project by offering a contemporary coffee experience that meets the aspirations of various customer segments.”

It is worth mentioning that Imkan Misr is the Egyptian arm of Abu Dhabi Capital Group (ADCG) in the field of real estate development, with extensive expertise through its various companies such as Imkan Real Estate and Imkan Morocco, along with projects in Sri Lanka and Seychelles, and experience across three continents. Imkan Misr is one of the leading real estate developers in the Egyptian market, operating based on a philosophy that places people at the heart of development, relying on in-depth research and studies to understand customer needs, behaviors, and aspirations, aiming to deliver more sustainable and innovative urban communities.