In 1987 Consolidated Casuals LTD. was established to license the Benetton brand in Egypt. And it was the first company to introduce an international brand produced locally under license and retailed through full concept stores. The success was unmatched in the Egyptian market and gave the company an immediate market leadership in their industry. This success was followed through with the introduction of other international brands such as Naf Naf, OR, Mexx, Converse and Daniel Hechter. All produced locally under license and distributed through a chain of retail shops throughout Egypt.
In 2005 Egypt, for the first time in 50 years, under the GATT WTO agreement allowed the import of ready made garments opening up new opportunities. In order to take advantage of the new business environment.