Valu, the leading universal financial technology powerhouse in the Middle East and North Africa (MENA), announced a strategic partnership with Alshaya Group, one of the world’s leading franchise operators, to expand access to flexible payment solutions across participating Alshaya retail brands in Egypt.

The partnership brings together Valu’s financial technology capabilities and growing merchant ecosystem with Alshaya Group’s extensive retail footprint, creating a more seamless and flexible shopping experience for customers across some of the world’s most recognized retail brands. Participating brands will include H&M, Bath&Body Works, American Eagle, and Victoria’s Secret.

Through the partnership, customers will be able to use Valu’s flexible payment solutions when shopping across participating Alshaya brands, giving them greater purchasing power and the ability to manage purchases through convenient, interest-free payment plans. The offering will be available through both online and in-store channels, further supporting a seamless omnichannel customer journey.

The collaboration comes at a time when consumer expectations are evolving toward greater flexibility, convenience, and digitally enabled payment experiences. By embedding flexible financial solutions within everyday retail journeys, the partnership supports the broader shift toward digital payments and greater accessibility to alternative payment solutions in Egypt.

Habiba Naguib, Chief Market Expansion and Strategy Officer of Valu, said: “We are pleased to partner with Alshaya Group, bringing together two platforms with a shared focus on delivering greater value and convenience to consumers. This collaboration represents an important step in expanding Valu’s presence across high-impact retail touchpoints and strengthening our merchant ecosystem. By integrating flexible financial solutions into the shopping journeys of leading brands, we are not only enhancing the customer experience but also contributing to the continued evolution of Egypt’s digital payments and retail landscape.”

Francois Orhan, Vice President, Loyalty, Payments & Data at Alshaya Group, said: “At Alshaya, we are continually looking for ways to enhance the customer experience and make shopping across our brands more convenient, accessible and relevant to the evolving needs of our customers. Our partnership with Valu brings greater flexibility to the way customers in Egypt can shop and pay, both in-store and online. By combining our portfolio of leading international brands with Valu’s innovative payment solutions, we are creating a more seamless omnichannel experience and giving customers greater choice in how they manage their purchases.”

The collaboration reinforces Valu’s role in connecting consumers, merchants, and financial solutions within an increasingly integrated digital ecosystem, while enabling Alshaya Group’s brands to meet evolving consumer expectations by offering greater payment flexibility and convenience.

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About Valu:
Valu (Legal name: U Consumer Finance S.A.E.) (EGX: VALU.CA) is the leading universal financial technology powerhouse offering customers and businesses convenient and comprehensive financial solutions. It is the first fintech company providing consumer finance to become a listed company on the Egyptian Exchange (EGX), and this, alongside Amazon having a direct stake in the firm, represents Valu’s growth journey and dynamic business model. 

Under its product universe, Valu pioneered Buy-Now, Pay-Later (BNPL) solutions in the MENA region through U, providing customizable financing plans for up to 60 months across more than 9,000 stores and online platforms – covering a diverse array of categories, including home appliances, electronics, home finishing, furniture, residential solar solutions, healthcare, education, travel, and fashion, among others. Valu also offers investment products, an instant cash redemption program, and a high-end financing program to facilitate the purchase of big-ticket items up to EGP 60 million in the luxury space, and on its marketplace, through Valu Invest with the AZ Valu fund and EFG Hermes ONE, Sha2labaz, Ulter, and Shop'IT, respectively. 

In addition, Valu offers business-to-business solutions through Valu Business. Valu introduced its prepaid card and co-branded credit card in collaboration with Visa, further expanding its range of payment options to provide customers with the most versatile, convenient, and comprehensive payment solutions, making Valu the ultimate choice for all clients’ payment needs. As an award-winning fintech player in the MENA region, Valu embraces a progressive business approach with an agile team committed to architecting innovative financial solutions to meet customers' evolving needs.

Most recently, Valu launched its services in Jordan in May 2026 under a Specialized Finance license, following final approval from the Central Bank of Jordan (CBJ), offering consumers convenient financing solutions.
Learn more about us at www.valugroup.com 

For further information, please contact:
The Valu Public Relations Team in Egypt
publicrelations@efgholding.com 

May El Gammal
Group Chief Marketing & Communications Officer
melgammal@efgholding.com

Omar Salama
Head of Communications
osalama@efgholding.com

Note on Forward-Looking Statements:
In this press release, Valu may make forward-looking statements, including, for example, statements about management’s expectations, strategic objectives, growth opportunities, and business prospects. These forward-looking statements are not historical facts but instead represent only Valu’s belief regarding future events, many of which, by their nature, are inherently uncertain and are beyond management’s control and include, among others, financial market volatility; actions and initiatives taken by current and potential competitors; general economic conditions and the effect of current, pending, and future legislation, regulations and regulatory actions. Accordingly, the readers are cautioned not to place undue reliance on forward-looking statements, which speak only as of the date on which they are made. Readers are cautioned not to place undue reliance on forward-looking statements, which speak only as of the date on which they are made.

About Alshaya Group:

Alshaya Group is a dynamic family-owned business, first established in Kuwait in 1890. With a consistent record of growth and innovation, Alshaya Group is one of the world’s leading brand franchise operators, offering an unparalleled choice of over 50 well-loved, international brands to customers. 

Alshaya Group’s portfolio extends across the Middle East and North Africa (MENA), Türkiye and Europe, with over 3,500 stores, cafes, restaurants, and leisure destinations, major logistics and food production operations, as well as over 125 online and digital businesses including one of the region’s biggest retail loyalty programmes, Aura.      

Operating in multiple sectors including Fashion, Food, Health & Beauty, Pharmacy, and Hospitality & Entertainment, over 50,000 Alshaya colleagues are united by a commitment to authentically deliver great customer service and brand experiences.    

From flagship stores and restaurants in prestige malls, through to local coffee shops, drive-thrus and online, Alshaya Group brings customers the experiences they want with the brands they love, in the ways they choose - including Starbucks, American Eagle, Footlocker, Victoria’s Secret, H&M, Bath & Body Works, Charlotte Tilbury, Raising Cane’s, Shake Shack, Chipotle, Primark, and Ulta Beauty.

Learn more about Alshaya Group at https://www.alshaya.com/