Saudi Egyptian Developers (SED) has signed a strategic partnership with Nile Projects & Trading Co. to attract more than 10 leading international brands to its flagship project Central in New Cairo, positioning it as a premier retail and leisure destination. The company also appointed Decipher Egypt as strategic consultant for commercial management and operations, Invest-Gate reports.

Mohamed El-Taher, CEO of Saudi Egyptian Developers, said the partnership marks a milestone in the company’s journey, moving beyond real estate development to creating vibrant lifestyle destinations. He emphasized that Central reflects SED’s commitment to innovation and quality, setting new benchmarks for integrated commercial projects in Egypt.

Ahmed El Naggar, CEO of Nile Projects & Trading Co., highlighted that more than 10 top brands have already been secured, including Tommy Hilfiger, Polo Ralph Lauren, AllSaints, BOSS, HUGO, Sandro, Maje, Charles & Keith, and Bluemint. He said the collaboration will redefine the management and positioning of retail destinations in Egypt.

Located in New Cairo with a built-up area of 160,000 sqm, Central combines retail, office, and leisure spaces at the intersection of North and South 90th Streets and Mohamed Naguib Axis. The development aims to become a vibrant hub blending shopping, business, and entertainment in one integrated environment.