Mainmarks Developments has announced the launch of its new project, h:rs, one of the company’s largest mixed-use developments in New Cairo, with targeted sales of up to EGP 10bn. The launch reflects the company’s continued investment growth and long-term strategic vision, marking a new phase in its strategy to develop high-value real estate assets in prime locations designed to preserve and enhance returns over the medium and long term.

Mohamed El Moghazi, co-founder of Main Marks, said the launch of h:rs is the result of years of careful and in-depth analysis of the Egyptian real estate market.

He added that the company approaches its projects not simply as products for sale, but as integrated investment assets developed on solid economic foundations—beginning with strategic site selection, followed by a well-calibrated mix of uses, and extending to post-delivery operations and long-term asset management.

El Moghazi noted that the choice of New Cairo was not a continuation of past success, but a deliberate strategic move shaped by evolving market dynamics. The area has emerged as the primary center for commercial and administrative activity in East Cairo, supported by its direct linkage to the New Capital and the expansion of modern transportation networks, including the monorail and light rail transit (LRT), factors that have contributed to rising demand and stronger real estate valuations.

He also explained that the project is located on South 90 Street, one of New Cairo’s most important commercial corridors, giving it a rare competitive advantage in a market where prime, central locations have become increasingly scarce.

He pointed out that land scarcity has now become a decisive factor in determining the real investment value of any new development.

He noted that h:rs goes beyond being a new addition to Mainmarks’ portfolio, representing a key milestone in shaping the company’s investment identity and signaling a strategic shift toward developing high-quality, forward-looking projects that align with the evolving dynamics of Egypt’s real estate market.

Meanwhile, Eng. Ahmed Shaker, co-founder of Mainmarks, said that h:rs embodies the company’s approach to mixed-use development as an integrated concept, not merely the coexistence of different functions within one site.

He added that the development has been designed to operate as a self-contained economic hub, catering to the needs of the business community while adapting to evolving work and consumption trends.

He disclosed that the project spans over 11,003 sqm and comprises commercial, administrative, and medical properties, designed with a modern architectural approach to ensure maximum operational efficiency. Unit spaces are flexible, ranging from 33 to 1,500 sqm, accommodating a diverse range of investors and end-users while supporting robust long-term liquidity.

Shaker further explained that h:rs stands out not just for its prime location and design, but also for its operational approach. The project features a thoughtfully curated mix of commercial units designed to boost occupancy and foster a fully integrated live-work environment, which is expected to enhance investment returns and increase asset value over time.

He stated that the project comprises two basement levels, a ground floor, and six typical floors, with construction set to begin within three months and completion expected within two years. This demonstrates the company’s commitment to timely execution, which it considers essential for building investor trust. Flexible payment plans are also available, with installments extending up to seven years.

Shaker concluded that Mainmarks’ growth strategy focuses on prime locations, offering projects built to international standards, and partnering with leading experts in design, construction, and management to deliver real estate that remains competitive in a fast-changing and challenging market.