• Beltone Venture Capital (BVC), the venture capital arm of Beltone Holding, has increased its investment in Egyptian consumer brands ariika and Lychee to support their expansion into Saudi Arabia, where the two companies plan to open a combined five new stores in Riyadh.
• ariika, a direct-to-consumer home furnishing brand led by Khaled Attallah, will launch two stores in Riyadh, while healthy food and beverage brand Lychee, founded by Mohamed Assy, will open three stores as part of their regional growth strategy.
• Beltone Venture Capital said the expansion marks the beginning of a broader plan to build the next generation of regional consumer champions, with Saudi Arabia serving as a key strategic growth market.

Press release:

Beltone Venture Capital (BVC), a subsidiary of Beltone Holding, is doubling down on two of Egypt's most compelling consumer success stories: a direct-to-consumer digital-led home furnishing brand ariika and healthy F&B pioneer, Lychee, as both companies prepare to significantly deepen their footprint in Saudi Arabia with a combined five new stores opening in Riyadh.

The move signals a decisive new chapter in BVC's strategy: not merely writing cheques but actively building homegrown Egyptian brands into becoming dominant regional players.

Ali Mokhtar, CEO of Beltone Venture Capital: "ariika and Lychee represent exactly what we look for: homegrown Egyptian brands with proven profitability, exceptional leadership, and the ambition to redefine their categories across the region. We are long-term partners in building the next generation of MENA consumer powerhouses. With a combined five new stores opening in Riyadh, this is just the beginning."

Khaled Attallah, CEO and Co-Founder of ariika: "Saudi Arabia has always been central to our regional vision. Opening two stores in Riyadh is not just an expansion, it is a statement. We have built a brand that resonates deeply with consumers who value design, quality, and an exceptional experience, and we are confident that ariika will find its home in the Saudi market just as it has across Egypt and Iraq. This is the next chapter, and we are only getting started."

Mohamed Assy, Founder and CEO of Lychee: "We have been building this moment for years. Saudi Arabia is not just another market for us; it is the foundation of our regional ambition. We spent considerable time understanding the Saudi consumer deeply – their rhythms, their tastes, and their expectations – before committing to this expansion. Opening three stores in Riyadh is our declaration that Lychee belongs in this market, and we intend to lead the healthy F&B space here just as we have done in Egypt."