SIDEUP Launches Marhba to Elevate Egyptian Brands on Digital Marketplace

Mohammed Fathy

Last updated 9-02-2026

3 min

SIDEUP has launched Marhba, a new e‑commerce brand putting Egyptian-made products "front and centre".

Marhba brings trusted local brands together, offering fashion, accessories and home products online.

The platform starts in Egypt, with plans to expand into other markets later on.

CEO Waleed Rashed says it aims to give local brands "a proper space to compete".

Marhba relies on SIDEUP’s logistics, payments and fulfilment network built over seven years.

SIDEUP has rolled out a new e-commerce brand called Marhba, with a clear focus on putting Egyptian-made products front and centre. The idea is simple enough: bring together well-known local brands on one digital platform and make shopping feel modern, smooth and, dare I say, spot on for today’s consumers.

The launch feels like a deliberate shift rather than a flashy side project. Marhba is positioned as a marketplace that connects shoppers with trusted Egyptian brands, covering everything from fashion and accessories to home products. It will start life in Egypt, with plans to expand into other markets later on. And believe it or not, that local-first approach is still a bit of a faff for many platforms operating at scale.

Waleed Rashed, CEO of SIDEUP, has spoken openly about the thinking behind it. He said the company wants to back local industry and give Egyptian brands a proper space to compete, presenting what’s made locally through a distinctive shopping experience supported by SIDEUP’s logistics and e-commerce know-how. In his words, Marhba is about building a strong sales channel that helps manufacturers and entrepreneurs reach wider audiences and grow brands that can stand their ground both locally and regionally.

That ambition leans heavily on SIDEUP’s existing infrastructure. The company has spent more than seven years building out its operations in Egypt, including shipping, electronic payments, order management and cash-on-delivery services. All of that sits under the Marhba umbrella, aiming to make life easier for sellers and buyers alike, which, honestly, is where many platforms still drop the ball.

From the Arageek perspective, I’ve seen first-hand how hard it can be for small manufacturers to break through, even with solid products and sharp branding. So I reckon a curated platform that actually understands local logistics could be a game changer. On the flip side, competition in e-commerce is fierce, and I’m not a fan of vague marketplace promises without strong execution… well, time will tell.

SIDEUP itself was founded in Egypt in 2019 and offers integrated e-commerce solutions ranging from fulfilment and warehousing to consulting. It works with more than 20 shipping partners, including Aramex, DHL and J&T, and expanded into Saudi Arabia in 2022. Over the past two years, the company has raised around $1.2 million from regional investors such as 500 Startups, Launch Africa VC, Alex Angels and RAI Angels.

If Marhba delivers on its promise of quality, design and value—all wrapped in a modern shopping experience—it could give Egyptian brands a fair shot at scaling beyond their usual circles. And honestly, seeing local products presented with this level of confidence is something to be chuffed to bits about, even if definatly easier said than done.

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