The story
Mohamed Abdulaziz built his career in go-to-market roles at FMCG distribution companies, with roles connected to P&G and Pepsi, including work for a P&G distributor, before moving into consulting. He saw that local Egyptian manufacturers struggled to reach consumers through distribution networks better suited to big multinationals, and that ordinary people could sell those products straight to their neighbours. He and his co-founders brought experience in FMCG, direct selling and distribution management. After Egypt's 2016 currency devaluation made imported goods far more expensive, he and his Alexandria University classmate Ahmed Sheikha launched Brimore in 2017, letting individuals buy local products in bulk and resell them through their own networks. Egypt's fragmented supply chain did not suit Brimore's model, so it ran its own warehousing and last-mile delivery through Milezmore, a logistics spinoff. By 2022 the company had about 75,000 sellers, most of them women, and raised a $25 million Series A led by the IFC and Endure Capital. Launchbase Africa reported in December 2024 that Brimore had paused operations.
