Creams to rollout in Egypt following franchise deal
The 100-strong group’s deal with the Cairo-based Mori International will create around 500 jobs for the country.
The openings will include full size stores and kiosk formats, with the first site set to launch in December in Cairo’s Garden 8 shopping mall, located in the upmarket and fashionable Fifth Settlement district.
The deal was sealed at a signing at the British Ambassador’s Cairo residence, with several attendees from the British Embassy, as well as representatives from Creams Cafe and Mori International.
The first Cairo Creams will span 3,000 sq ft, accommodating 120 covers, with the interiors following Creams’ trademark style inspired by skateboard culture, utilising raw materials and modular design techniques.
Touches including BMX bikes, neon signage and graffiti walls will create a fun and vibrant space that ‘reflects the brand’s flamboyant desserts’.
“I’m incredibly proud to announce the first stage of our plans to expand Creams internationally. We are delighted to have found a like-minded, seasoned multi-site operator like Mori International, to grow the brand in Egypt – they are as passionate about desserts and innovation as we are,” says Creams CEO and founder Adam Mani.
Creams’ expansion into Egypt is apparently the first of several international agreements in the pipeline, with plans to take the brand around the globe.
Creams was recently acquired by Pistachio Holdings, which is backed by Ankush Shah of the East Africa-based Sumaria Group.
Earlier this year, the brand confirmed a trio of new openings in the capital which will push its UK estate to n100 sites in total by the middle of next month.
