Hilda Louca is reshaping Egypt’s fashion industry by using MITCHA to professionalise and support local designers.
Since launching the fashion-tech platform MITCHA in 2018, Egyptian entrepreneur Hilda Louca has been at the forefront of efforts to formalise and scale the country’s fragmented fashion sector. Aimed at promoting home-grown design talent, the platform brings together hundreds of local brands in a curated online space that blends e-commerce with infrastructure support.
The rationale behind MITCHA
Louca’s vision for MITCHA was shaped during the January 2011 revolution, a period that she says reignited her commitment to supporting Egyptian-made products. At the time, she observed that while Egypt had a growing number of talented fashion designers, many lacked the tools and networks required to sustain and grow their businesses.
“I looked at the incredible talent and creativity of Egyptian designers, their spirit really inspired me to create MITCHA, ”she told Daily News Egypt.
Drawing from her background in marketing, sales, and public relations, Louca sought to build a platform that did more than offer visibility. Today, MITCHA hosts over 300 Egyptian brands, providing them with access to quality control processes, logistics support, digital marketing, and customer service frameworks. The aim, according to Louca, is to offer a modern yet locally grounded shopping experience that positions Egyptian design within a global context.
While e-commerce in Egypt has experienced significant growth in recent years, many fashion businesses continue to operate informally through social media channels. MITCHA attempts to offer an alternative by aggregating designers into a centralised, professional space. This approach not only provides structure but also seeks to shift consumer perceptions around buying local fashion online, which has historically been met with scepticism due to inconsistent product quality or unreliable fulfilment.
MITCHA’s model reflects a wider push in Egypt’s creative economy to build long-term sustainability for emerging businesses. By providing backend support alongside a front-facing marketplace, the platform enables designers to focus on creativity while accessing tools that aid business development.
Beyond her role at MITCHA, Louca extended her influence in 2023 by joining the panel of investors on the first season of Shark Tank Egypt. As the only female judge on the show’s debut, she provided mentorship and capital to aspiring entrepreneurs across various sectors. Her return for a second season later that year strengthened her position as one of the visible faces in Egypt’s start-up ecosystem.
As Egypt’s fashion industry continues to develop, MITCHA stands as one example of how digital platforms can serve as bridges between creative ambition and commercial viability.
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