HMZ Holding, the mother company of Homzmart, the leading e-commerce furniture platform, announced today the launch of “Joint,” the holding company’s industrial arm specializing in home furniture production and supply chain management. This strategic move is marked by the operationalization of its state-of-the-art Joint Plant, the factory, in the 6th of October Industrial Zone, backed by an initial investment exceeding $1 million, to produce 60,000 high-quality furniture pieces annually.
This pioneering project is part of a broader “Joint” ecosystem that integrates 60 factories, whose production lines are exclusively dedicated to Joint, representing a total investment surpassing $4 million. Joint Plant itself is set to produce approximately 20% of the combined output of these integrated supply chains, with ambitious plans for gradual capacity expansion to reach 700,000 pieces annually by 2027. This venture will generate thousands of direct and indirect job opportunities across manufacturing, assembly, logistics, and supply chain sectors, significantly bolstering the local labor market and stimulating economic growth.
Joint Plant is the first of its kind in Egypt and the Middle East dedicated to high-quality home furniture manufacturing, with investments exceeding $1 million. This is a strategic step aimed at enhancing the company’s manufacturing capabilities, supporting national industry, and expanding its presence in regional markets.
Spanning an area of 10,000 square meters, the Joint Plant boasts an annual production capacity of approximately 60,000 furniture pieces, positioning it as one of the largest specialized home furniture manufacturers in the Egyptian market. Joint represents a qualitative leap in Egypt’s furniture industry, anchored by a modern vision that embraces innovation and advanced technology across all stages of the production chain.
Joint’s meticulous production plan was developed based on an in-depth analysis of consumer behavior over recent years, accounting for seasonal variations and geographical differences. This has enabled the design of a flexible and intelligent production system, capable of adapting to fluctuating demand. Consequently, this minimizes storage requirements, as pieces are produced and sold according to carefully studied pre-planned schedules, ensuring efficiency and quality of delivery.
In addition to meeting the escalating demand in the Egyptian market, Joint is strategically targeting expansion into regional and international export markets. This includes the Arab region, the African continent, and European countries, leveraging its capability to provide high-quality products at competitive prices with record delivery times, all within an integrated manufacturing system that adheres to global standards and meets the diverse needs of both retailers and distributors.
In this context, Mahmoud Ibrahim, CEO of HMZ Holding and Founder of Joint, stated: “The inauguration of the Joint factory embodies our deep commitment to bolstering local manufacturing and delivering high-quality furniture products that meet our customers’ aspirations and possess regional and global competitiveness. This project not only reflects our vision for national industrial development but also represents a tangible contribution to supporting the Egyptian economy by providing direct employment opportunities, expanding our export base, especially to the markets of Africa and Europe, and building an industrial ecosystem capable of achieving self-sufficiency and contributing to sustainable development plans.”
He added: “We are committed to long-term investments in the Egyptian market, in alignment with Egypt’s Vision 2030, to establish Egypt as a regional industrial hub for furniture and home product industries.”
Omar Selim, Chief Business Officer at Homzmart and Managing Director of Joint, commented: “This factory marks a turning point in the company’s journey towards localizing the furniture industry. We now possess an advanced manufacturing infrastructure that allows us full control over the production chain, from design to delivery, positively reflecting on product quality and customer experience. Our ability to meet the increasing local market demand rapidly and efficiently will further contribute to our regional expansion, particularly through exports to international markets.”
Joint focuses on producing one of the largest assortments of home furniture in the Egyptian market, including: bedrooms, dining rooms, living rooms, sofas, armchairs, salons, corner sofas, various types of couches, sofa beds, beds, wardrobes, recliners, tables, and kitchens. This unequivocally reaffirms Joint’s commitment to providing diverse and high-quality products that meet local consumer needs and keep pace with modern design and functional trends.
The opening of Joint comes at a time when the Egyptian market is witnessing a notable increase in demand for locally manufactured products. Joint aims to meet this demand by strengthening the local supply chain and shortening delivery times, ensuring product availability with the highest quality and competitive prices across the Republic.
