Rush Brush, specialised in hair styling products and a subsidiary of Stylish Eve, considers manufacturing its products in Egypt by 2023, which will result in pumping new investments, according to Ahmed Helmy, the company’s chairperson.
He said that the company seeks to diversify its products in the Egyptian market to meet the demand of users. He pointed out that the great development in the field of e-commerce in Egypt encouraged his company to further expand in online sales, which led to a significant growth in sales up to 300%.
Stylish Eve runs a namesake magazine that targets women worldwide and provides them with ideas and advice on the latest fashion and home decoration trends.
Helmy added that the company started its work in Egypt in 2017 and was selling its products online only, then turned to the direct-to-consumer (D2C) model through distributors to activate sales in the Delta and Upper Egypt regions, and areas where e-commerce is still weak in order to reach new categories of users.
He pointed out that the company then turned to selling through large chains of stores, where offline sales currently represent about 40% of the company’s sales, noting that selling through stores created great challenges for the company that made it think about diversifying its basket of products so that it can meet the needs of customers in all price categories, and it can make various offers in partnership with major commercial chains in the Egyptian market.
Helmy pointed out that the company when it started had one product of each type, but today “we have 25 new products, as we direct a large part of the budget to the research and development department that works to increase Rush Brush products,” stressing that the department is always keen to provide products that make a revolution and a difference in the lives of for its users, we have obtained two patents, one for the S3 product and the second for a product that will be unveiled at the beginning of 2023.
Regarding import problems, Helmy stressed that the company does not face any problems in the import process, as it was one of the first companies to adhere to the decisions of the Ministry of Industry and Trade regarding the registration of factories in 2020 and 2022.
Helmy noted that the company from the beginning worked with banks on the documentary credit system, and therefore was fully compliant with the decisions of the Central Bank of Egypt in this regard, so we did not encounter any problems, whether in providing the dollar or obstacles in importing from abroad.
He stressed that the state did not stop importing, but rather organized random import in a practical way with the aim of achieving the highest quality of the product for the benefit of the citizen, stressing that many companies did not face any problems importing their products because they were compatible with the new import procedures.
Helmy stressed that customers in Egypt are understanding and aware, but they lack companies that respect them and provide them with the quality they deserve, explaining that his company responds to users’ complaints on an ongoing basis, and cooperates continuously with the Consumer Protection Agency to solve all customer problems immediately.
Helmy pointed out that the company is constantly expanding its products in the Egyptian market, pointing out that his company has a good financial solvency that made it gain the confidence of banks, as it obtained credit facilities worth EGP 80m from banks over the past five years.
Helmy added: “Our sales last year amounted to about EGP 100m, and we seek to double them this year.”
Helmy explained that the company’s market share of the retail market in Egypt exceeded 45%, pointing out that the company’s growth rate reached 100% annually, and the number of employees reached 220 employees until the end of the first half of this year.
He stressed that the Coronavirus crisis greatly helped in doubling the company’s growth rates until it became one of the largest companies in the market.
Helmy stated that Rush Brush did not raise the prices of its products since the beginning of this year in order to preserve its customers and tried to absorb the increase in production costs from its profits.
