Adeer International, the global investment arm of Saudi Arabia's Sumou Holding Group, has formed a strategic alliance with Hassan Allam, MIDAR for Investment and Urban Development, and Sumou Investment to develop hospitality projects in Egypt. The planned investments are approximately $2bn. This alliance is part of Adeer International's broader expansion strategy in Egypt.
Adeer International aims to extend its global presence to 35 countries by 2035. The company currently operates in several markets, including the UK, Egypt, Malaysia, Indonesia, Turkey, and Switzerland. Its entry into the Egyptian market was based on an assessment of growth prospects, investment opportunities, and real estate sector development.
Adeer International began its operations in Egypt with Adeer Plaza in Sheikh Zayed City, which officially opened in 2024. The company subsequently expanded through partnerships, including its collaboration with Paragon Developments and MIDAR on Sumou Boulevard in Mostakbal City. This mixed-use project has estimated investments of EGP 70bn.
Bassel El-Serafy, Founder and CEO of Adeer International, emphasized that the company operates as a strategic investment partner. It brings together capital, expertise, and execution capabilities to develop investment opportunities through partnerships and tailored investment models. Adeer International aims to facilitate international investment in Egypt and promote Egyptian real estate opportunities in overseas markets.
Ahmed Helmy, Chief Investment Officer at Adeer International, highlighted that the company signed strategic partnerships in 2024. These include an agreement with Hassan Allam Properties to develop a mixed-use project in East Cairo and a partnership with Melee Developments, a subsidiary of Al Ahly Sabbour. In 2026, Adeer launched Sumou Boulevard in Mostakbal City, marking Sumou Investment's first major investment in Egypt.
Sumou Holding Group considers Egypt a market with long-term growth potential. The group manages SAR 55bn across 15 real estate funds. Adeer International's investment model covers several stages, from identifying opportunities and assessing feasibility and risks to overseeing project execution, marketing, sales, and management.
Adeer International was established as the global investment arm of Sumou Holding Group, which began operations in 2008. The international arm began its overseas expansion in the UK in 2021 and has since grown its assets under management to £625m. Its transactions have included projects in London such as Amazon's logistics centre and units affiliated with Corinthia Hotels.
Key points
- Adeer International targets $2bn in hospitality investments in Egypt through a strategic alliance.
- The company aims to extend its global presence to 35 countries by 2035.
- Adeer International operates as a strategic investment partner, bringing together capital, expertise, and execution capabilities.
