About Us



Founded in Cairo in 1990, is now one of the leading retailers of apparel and accessories for men in Egypt.

NEW BORN Egypt, established in 1990, is the leader that provides strategic support, logistics, and management to NEW BORN’s franchise partners across the region and is also responsible for NEW BORN’s Expansion and Franchising across the Globe.


NEW BORN’s success is deeply rooted in its five corporate business values of Quality, Knowledge, Innovation, Service and Simplicity (Q.K.I.S.S).

Today, the NEW BORN group operates over 50 stores in Egypt and plans to explore many more untapped markets across region and the world.


About World without Strangers

NEW BORN’s philosophy of “World without Strangers” transcends its origins and develops enduring trust and strong relationships with consumers across all borders and cultures.

The essence of NEW BORN is to provide relevant, essential and timeless fashion for all; and to develop apparel for everyone regardless of ethnicity, nationality or culture.

Our products incorporate the latest innovations in fabric technology, ensuring superior quality and great value. 

NEW BORN is a brand for everyone, everywhere. NEW BORN’s Local success story has been featured as a case study at the Egyptian Market.

The company has also received consumer recognition for its commitment to the consumer satisfaction.



NEW BORN’s Vision is:

“Be the first choice to our customer through the continuity of excellence and developing the product whence quality, design and fashion”



The brand’s Mission is:

“Ambition, Continuity, Reach to customer Loyalty, New Fashion Collection, Market adaptation and competitor analysis”.


QKISS - Corporate Values

Enabling Our Customers to Enjoy the Fashionable Collection

Quality, Knowledge, Innovation, Service, Simplicity



The average size of each store is between 200- 500 square Meters.

The average total size for all stores are over 8500 square meters in key locations in Egypt and looking forward to expand it locally and all over the Globe.

The strategy is to select accessible and effective locations so that NEW BORN stores are within easy reach of all customers.


Markets in the Region and Beyond

Since its inception in 1990 with the first retail outlet at Al Bustan Centre, Cairo, NEW BORN Egypt now operates over 50 stores across the region.
Another initiative taken was to expand our feet all over the world.

This was done to attract different market segments.

Conscious efforts were also made to change the merchandise mix and thus cater to the new needs of its customers.



The USP of the brand is to consistently provide to its customers:

Timeless Quality Product
Exceptional Customer service by well-trained employees.
Strategic Locations – ensuring easy accessibility for its customers.


Keeping it Simple

The corporate value of “Simplicity” is followed at all levels thus ensuring Speed of operations.

The business model ensures that processes are simple and efficient thus creating value for its customers.

It is from Simplicity that all our other values follow.

By keeping it simple, you become more nimble to streamline your operation and allow you the speed to make changes and when required.

All of the above ensure that NEW BORN is able to maintain its competitive edge and can face the day to day challenges of the retail world.



Simple pleasures of basic fashion – that is the driving force of NEW BORN.

NEW BORN’s styling always revolves around what is relevant, essential and functional.

The look is relaxed and the merchandise can easily be mixed together to match any occasion, mood or place.

Customers can be assured “to feel good and look great”.
The product development team works continuously on product innovation to provide product differentiation and enhanced valued for the customers.

There is continuous process of innovation keeping in mind customer and market needs.


Social Media and E-Commerce

At NEW BORN we constantly review our relationship and engagement with customers, so we may deliver products and services to meet their needs.
While we continue to use traditional communication channels, we also recognize the importance and depth of the digital and social media, and it’s phenomenal influence on consumer decision making Our social media platform – most notably 
Facebook , Instagram , Twitter , Youtube and The Website has delivered real benefits in increasing brand awareness and loyalty, through our greater engagement with customers, new openness and improved customer service. They are telling us what they want and we are listening!

NEW BORN is also making the move to e-shopping allowing customers the convenience of purchasing their favourite NEW BORN items online and deliver it to the door.


Street Style Collection:

Every man is interested always in making his own wardrobe mixture in a street style as we all need it in everyday situations Everyone need to feel with comfort-ability, elegance and fashionable inner soul at the same time.

NEW BORN revolves always around what is enable and make it easy for everyone to set his seasonal collection to fit with all occasions.

NEW BORN is looking continuously to cope with the newest Street Style Trend in Fashion,
So NEW BORN Product development team works continuously on product innovation to provide the product differentiation and enhanced value for the customers


Smart Casual:

It's necessary to look smart and contemporary in a different occasions like career dressing and other occasions but at the same time, we all need to feel with casual comfort ability

From here, NEW BORN designed its Fashion line "Smart Casual" to make the adaptation in this equation.

With NEW BORN Smart casual collection, you will feel with the comfort-ability of casual wear and will enjoy with the Smart look also.


New Collections:

When we say NEW BORN Collection, We actually are talking about the new collection in fashion markets and the essence of trend NEW BORN combines the simplicity in design and quality material.
"Big Selection in NEW BORN Collection" is driving force of  NEW BORN 's Styling always revolves around what is relevant, essential and functional.

Our full commitment has enable us to provide the best service, excellent quality and high value from our success of our strategy multiple markets.


One of the cofactors

Egypt is home to the only fully vertically integrated textiles industry in the Middle East, with the entire production process from the cultivation of cotton to the production of yarns, fabrics and ready-made garments carried out domestically.

The sector plays an extremely central role in the Egyptian economy.

All of that enabled us to spike over years of experience to be the first casual Leader for men in Egypt

NEW BORN is looking forward to show the whole world the magnificent of mixing between the amazing Textile industry and unique NEW BORN Garments.

NEW BORN uses state of the art Technology and machinery to ensure high quality production mainly made up 100% cotton and cotton/mixed fabric.