Sara El-Masri
Founder & Creative Director
Sara spent eight years in buying and merchandising at major European retailers before returning to Cairo to build Best Brands. She sets the curation standard for every category.
- Authenticated12-point check on every item
- 30-Day ReturnsFree collection from your address
- Insured ShippingEvery order insured in transit
The Atelier
Founded on a frustration. Built into a standard.
Best Brands began with a conviction: that shoppers in Egypt deserved the same access to authenticated international labels as anyone in London or Dubai. That conviction is now a team, a process, and a promise.
01
Curate
Every brand earns its place through a structured review of production standards, retail authorization, and cultural relevance. We accept fewer than 30% of the labels we evaluate.
02
Authenticate
Each item passes a 12-point inspection before it leaves our Cairo facility. Two specialists, one certificate, zero compromise.
03
Deliver
Insured shipping, real-time tracking, and a 30-day return window. Your purchase is protected from the moment you confirm it.
Our Story
The founding
In 2020, our founders spent months sourcing a single Massimo Dutti coat from a Cairo market — and receiving three counterfeits in succession. That experience crystallized the problem. Best Brands launched three months later with a simple mandate: no counterfeits, ever.
Building the network
By 2022 we had established direct purchasing relationships with authorized retailers across seven countries. Each partner signs a provenance agreement. We audit every source annually, and we terminate any relationship where standards slip.
The philosophy
We are not a marketplace. We are a curation service. The difference matters: a marketplace lists what exists; we stock only what passes. This costs us scale. We believe it is the right trade.
Where we are going
Our next chapter is deeper personalization — a concierge layer connecting customers with dedicated stylists, private previews, and bespoke sourcing. The fashion address for Egypt is being built here.
The people
The team behind every piece
Karim Nasser
Head of Authentication
Karim trained as a textile engineer and spent five years auditing luxury production facilities across Italy and France. He designed our 12-point inspection protocol.
Dina Rafaat
Head of Concierge & Client Relations
Dina has worked with private clients across the Gulf and North Africa for over a decade. She built our concierge service from the ground up.
Heritage
A brief history
2020
Best Brands founded in Cairo. First 100 orders fulfilled manually.
2021
Authentication protocol formalized. First partnerships with authorized EU retailers.
2022
Premium membership launched. Expanded to 7 source countries.
2023
Concierge service launched. First private client portfolio exceeds EGP 2M.
2024
Passed 10,000 authenticated items sold. Zero successful counterfeit disputes.
2025
Style Quiz and personalization engine launched. Arabic-first editorial platform.
As featured in
Visit the atelier
Private appointments available in Cairo. Meet the team, see the authentication process, and discuss your wardrobe.