Adeer International Unveils Its Strategic Plans for Egypt and Expansion into 35 Countries by 2035

Adeer International, the global investment arm of Saudi Arabia’s Sumou Holding Group, has announced an integrated strategy to expand into 35 countries by 2035. The strategy builds on the company’s established presence in the Saudi market and its successful international expansion. Its current presence spans several regional and global markets, including the United Kingdom, Egypt, Malaysia, Indonesia, Turkey, and Switzerland.

The announcement was made during a media briefing held by the company to showcase its investment role in the Egyptian market, its key projects, and its strategic direction for the upcoming period. The event was attended by a number of the company’s senior executives and Board members, alongside a group of prominent media representatives.

For his part, Eng. Bassel El-Serafy, Founder and CEO of Adeer International, reviewed the company’s journey in the Egyptian market. He explained that the company’s entry into Egypt followed an in-depth assessment of the country’s growth potential, promising investment opportunities, and the ongoing development of its real estate sector.

He explained that the company began its operations in Egypt with the “Adeer Plaza” project in Sheikh Zayed City, officially opened in 2024, before expanding through strategic partnerships to implement major projects. These include its partnership with Paragon Developments and MIDAR for Investment and Urban Development on the “Sumou Boulevard” project in Mostakbal City, with investments estimated at EGP 70 billion, to create an integrated mixed-use destination. Furthermore, the company formed an alliance with Hassan Allam, MIDAR, and Sumou Investment in the hospitality sector, with expected investments of approximately USD 2 billion.

El-Serafy added: “Adeer International is neither a real estate developer nor a broker. We are a strategic partner that connects capital with expertise and capabilities to turn opportunities into sustainable projects. We are an international investment company specializing in identifying, assessing, and developing promising real estate opportunities. We do so through investment models and strategic partnerships tailored to the nature of each opportunity.

Our role goes beyond traditional real estate development or simply injecting capital to generate short-term returns. It extends to building an integrated investment ecosystem that connects capital with execution expertise and in-depth market knowledge.

Our added value to the Egyptian market lies in our business model, which serves as a gateway for international investment into Egypt. We also contribute to promoting Egyptian real estate in international markets, attracting foreign capital and supporting economic growth.”

For his part, Mr. Ahmed Helmy, Chief Investment Officer at Adeer International, highlighted the company’s strong financial position and major strategic alliances. He noted that in 2024, the company signed strategic partnerships with Hassan Allam Properties to develop a mixed-use project in East Cairo. The company also partnered with Melee Developments, a subsidiary of Al Ahly Sabbour, to expand its real estate activities in Egypt and Saudi Arabia. In 2026, the company marked another milestone with the launch of Sumou Boulevard in Mostakbal City, representing Sumou Investment’s first major investment in the Egyptian market.

Helmy added that Sumou Holding Group views Egypt as a market with strong long-term growth potential. He highlighted the Group’s solid financial position, noting that it manages SAR 55 billion across 15 real estate funds. This reflects the scale of its operations and the strength of its business and partnerships. He also explained that Adeer’s business model is unique in its end-to-end approach to investment. The company helps investors identify suitable opportunities, assess their feasibility and risks, and oversee their execution, marketing, sales, and management.

This integrated approach helps reduce investment risks and facilitates partnerships and project development. It is supported by detailed market research and in-depth analysis of changing market conditions.

Adeer International was established to build on the success of Adeer Real Estate in Saudi Arabia and extend the global reach of Sumou Holding Group, which began operations in 2008. Adeer Real Estate continued to grow in the Saudi market and was listed on the Saudi Exchange in 2025.

Adeer International serves as the Group’s global investment arm and a gateway connecting investors from Saudi Arabia and the wider GCC region with international markets and investment opportunities. The company began its international journey in the UK in 2021. Since then, it has expanded its operations, reaching £625 million in assets under management (AUM).

It has also completed transactions involving prominent projects in London, including Amazon’s logistics center, FedEx’s warehousing facility, and units affiliated with Corinthia Hotels.