Lokal of Locals: Threads of Strategic Growth

Amy Isaac: AUC Onsi Sawiris School of Business
Hakim meshraki:
Jana Radwan: AUC Onsi Sawiris School of Business
General Management
June 2026
Strategy
In December 2024, Lokal, an Egyptian local-brands department store, faced a major challenge. Despite high demand, it was experiencing brand withdrawal from the store, threatening Lokal’s ability to retain brands, sustain growth, and pursue expansion. In response, Mina Bassily, Lokal’s co-founder and chief executive officer, embarked on a strategic reassessment of Lokal’s operational model. Drawing from both financial planning tools and strategic management theory, his team explored three possible paths: hiring a supply chain consultant to improve demand forecasting, vertically integrating by investing in in-house manufacturing, or leasing an existing factory to gain production control. Each path presented trade-offs in risk, cost, and strategic alignment with Lokal’s needs and vision.

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