DressCode, a Cairo-based fashion and lifestyle e-commerce startup has raised US$250,000 in funding to enable its offering, mostly in the home décor space.
Founded in 2018 by Mohamed Abdel Dayem and Ali Zakaria, DressCode is an e-commerce retail platform selling women wear, beauty and home products with an aim of connecting Egyptian manufacturers directly to consumers. DressCode is working to fill a gap in the market for affordable high fashion, aspirational and the reach to multi brand product variety.
The startup provides a platform for local fashion brands and designers to market and sell their products ,allowing them to diversify their revenue streams and expand their businesses. DressCode’s business model also depends on third party manufacturers which contributes to job creation across the entire fashion supply chain in the Egyptian market.
Egypt is a huge market and the textile industry is one of the heights contributors to Egypt’s GDP. Dresscode is trying to solve a problem that many manufactures, brands, suppliers face, which is how is to reach the consumer, many factories produce great material and products, that are exported everywhere in the world, but these factories lack the marketing and branding aspects, hence they go to merchants to sell the products which take a big portion of their margins, and offer them the worst payment terms.
Mohamed Abdel Dayem, the co-founder and CEO of Dresscode, comes from a family rooted in the textile industry since 1920’s, his family’s business has been an essential part of textile and garment manufacturing, where he experienced some of the pains facing the garment manufacturers and owners including lack of data, distribution and sales which inspired him to this platform.
Dresscode focuses on offering experiential retail environments and a well-curated mix of on-trend women’s clothes from boho dresses, denim and graphics, evening gowns to shoes and accessories, catering to both young women and teens that will not break the bank.
So far, the startup has fulfilled 30,000 orders and it now offers 6,000 SKUs having raised a funding round last year. Having secured a further US$250,000 from Egypt Ventures, Dresscode is targeting further expansion.