The company was established in 1997 by Amr Ghoneim with a dream to enter the child-oriented business that reaches developing minds and help in creating a better future for them. A creative thinker of his time he started the idea in Egypt of combining all of the kids and mother needs in one place, with only 35 employees and one 400 meter square store in Cairo.Now we are more than 250 employees and three branches with a collective area of more than a 3000-meter square.