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valU, the Leading Fin-Tech Buy-Now Pay-Later Platform, and AZADEA Group Sign Partnership to Offer Installment Services at the Group’s Egyptian Retailers

valU, the Leading Fin-Tech Buy-Now Pay-Later Platform, and AZADEA Group Sign Partnership to Offer Installment Services at the Group’s Egyptian Retailers

01 June 2021

The partnership will see shoppers benefit from valU’s convenient financing plans to meet their lifestyle needs at all AZADEA F&A brands

valU for Consumer Finance, the leading fin-tech buy-now pay-later platform (BNPL), and AZADEA Group, a premier lifestyle retail company in the Middle East and Africa, announced today the launch of a new partnership that will see AZADEA Group’s retail outlets be included in valU’s roster of merchants as the partners work together to meet their customers’ lifestyle needs.


Walid Hassouna, EFG Hermes Finance CEO and Head of Debt Capital Markets said: “We are extremely pleased to announce this new partnership with AZADEA Group, one of the largest fashion retail conglomerates in Egypt and the Middle East. valU is constantly looking to expand its network of partners across different sectors to offer individuals access to the market’s leading brands without the full payment burden as they benefit from an affordable and convenient shopping experience that allows them to live the lifestyle of their choosing.”


Through valU’s mobile application, users can benefit from the fastest approval process in the market, seamlessly conduct transactions, and make purchases at any of AZADEA Group’s retailers with convenient installment plans of up to 60 months. AZADEA Group’s retailers in Egypt span some of the largest global fashion and home retail brands, including Zara Home, Massimo Dutti, Oysho, Reserved, Zara, Bershka, Pull & Bear, Stradivarius, Virgin Megastore and Lefties (launching this summer season).

Saif Salem - Country Manager Egypt at AZADEA Group said: “We are delighted to be partnering with valU to offer our customers the kind of broad-reaching service offering they have come to expect of us. Delivering new and innovative experiences is central to what we do at AZADEA Group, and with high demand for our brands in Egypt coupled with the need for alternative financing, we believe this partnership will be very well received by the market.”


In 2020, valU made great strides to expand its offering in response to the COVID-19 pandemic, which bounded shopper purchasing power. The company saw threefold growth throughout the year, with the number of customers growing to over 170,000 users and hitting over 265,000 transactions in excess of EGP 1.5 billion. valU’s mobile application also expanded its partnerships, adding key retailers and e-commerce websites in numerous sectors as well as venturing into new segments such as education, healthcare, among others.





About valU


Established in 2017, valU is a leading fintech solutions platform offering premium, customizable financing plans. With more than 3,500 points of sale, valU offers access to a wide network of retail and e-commerce across a diverse array of sectors including residential solar solutions, education, travel, and home furnishings, among others. As the first platform of its kind in the MENA region, valU customers are able to receive instant credit decisions through their devices and gain access to the platform’s partners.




For further information, please contact:


EFG Hermes Media


May El Gammal
Group Head of Marketing & Communications at EFG Hermes


About Azadea Group Holding


About AZADEA Group Holding SAL

AZADEA Group is a premier lifestyle retail company in the Middle East and Africa. Since its inception in 1978, the Group has developed a substantial network of more than 600 retail stores representing 35+ leading international brand names in fashion and accessories, food and beverage, home furnishings, sporting goods, multimedia, and beauty & cosmetics. With over 10,000 employees, AZADEA Group operates across 13 countries, including Algeria, Bahrain, Cyprus, Egypt, Ghana, Jordan, Kenya, Saudi Arabia, Kuwait, Lebanon, Oman, Qatar, and United Arab Emirates, along with an online retail experience website


For more information about AZADEA Group, visit


Ziad Rawas

Regional Corporate Communications Specialist at AZADEA Group



Note on Forward-Looking Statements

In this press release, EFG Hermes may make forward looking statements, including, for example, statements about management’s expectations, strategic objectives, growth opportunities and business prospects. These forward-looking statements are not historical facts but instead represent only EFG Hermes’ belief regarding future events, many of which, by their nature are inherently uncertain and are beyond management’s control and include among others, financial market volatility; actions and initiatives taken by current and potential competitors; general economic conditions and the effect of current, pending and future legislation, regulations and regulatory actions. Accordingly, the readers are cautioned not to place undue reliance on forward-looking statements, which speak only as of the date on which they are made.