For the third consecutive time, Ashraf Ali, HCI and Data Protection Solutions Team Lead at Direct, has earned recognition in the Dell Technologies Partner Program HEROES, marking another milestone in his professional journey.

Adding to this achievement, Yasser Atef, Senior Presales Consultant at Direct, has also been recognized among the Dell Technologies HEROES for Q3 FY2027, making this quarter another proud moment for the Direct team.

These recognitions highlight the technical expertise, dedication, and commitment both presales team members bring to delivering innovative Dell Technologies solutions that address customers’ evolving business and technology needs.

Their achievements also reflect Direct’s continued investment in developing technical talent, building a highly skilled team, and strengthening its long-standing partnership with Dell Technologies.

Congratulations to Ashraf and Yasser on these well-deserved achievements! We are proud of their contributions and look forward to celebrating more successes together.

Cairo, September 28, 2026 – Direct for Trading & Marketing, a subsidiary of Global Brands Group (GBG), participated as a Gold Sponsor at Dell Technologies Forum 2026, held at Royal Maxim Palace Kempinski, New Cairo.

This year’s forum marked another special experience for Direct, bringing together technology leaders, industry experts, partners, and customers to explore the latest advancements in AI, modern infrastructure, intelligent devices, cybersecurity, and the future of IT.

Celebrating a Strong Partnership with Dell Technologies

Led by Kamal Abdelhalim, Director of Sales & Operations, the Direct team was pleased to reconnect with the Dell Technologies team and celebrate the strong partnership that continues to grow between both companies.

The forum was another valuable opportunity to strengthen collaboration, exchange perspectives, and build on a relationship shaped by mutual trust, shared goals, and a continued commitment to delivering greater value to customers.

Direct extends its sincere appreciation to the entire Dell Technologies team for their ongoing support, partnership, and collaboration, and looks forward to continuing this successful journey together.

We look forward to building on these connections and continuing to deliver innovative technology solutions that support our customers’ business ambitions.

Global Brands Group (GBG) concluded its participation at LEAP 2026, marking a valuable opportunity to connect with customers, technology leaders, and partners, exchange perspectives on evolving business priorities, and explore new opportunities across the Saudi market.

Throughout the event, the GBG booth welcomed visitors for conversations spanning Cloud, AI & Data, Cybersecurity, Governance, Managed Services, and Business Automation, reflecting the growing demand for technologies that can help organizations modernize operations, strengthen security, and accelerate innovation.

Turning Conversations into Opportunities

Beyond showcasing its technology capabilities, GBG focused on creating practical value for booth visitors through two complimentary offerings: a Security Assessment and a Personalized AI Use Case Assessment.

The assessments were designed to take conversations beyond technology trends and help organizations identify potential security improvement areas or explore practical AI and Microsoft Copilot use cases aligned with their business priorities.

Strengthening Our Partnership with Nexthink

GBG connected with Nexthink to exchange perspectives on market opportunities, evolving customer priorities, and the future of the partnership.

The discussion explored opportunities to further support organizations in enhancing their Digital Employee Experience (DEX) and creating smarter, more productive digital workplaces.

Exploring the Future of Education with Microsoft

Another key conversation took place with the Microsoft Saudi Arabia Education Team, with discussions centered on accelerating digital transformation across the Kingdom’s education sector.

The meeting explored opportunities around cloud, AI, data residency, and how emerging technology capabilities can support universities, schools, and research institutions in creating better experiences and outcomes for students, educators, and administrators.

Expanding Opportunities with Mindware

GBG also had a productive meeting with its valued partner Mindware, focused on the companies’ ongoing collaboration and shared business objectives in Saudi Arabia.

The teams explored ways to further strengthen the partnership, expand market reach, and accelerate the adoption of innovative technology solutions that can support customers across their digital transformation initiatives.

More Than an Event

For GBG, LEAP was not only an opportunity to showcase technology. It was a place to listen, connect, exchange ideas, strengthen existing relationships, and build new ones.

From welcoming visitors at the GBG booth and reconnecting with customers and friends across the industry to engaging with strategic technology partners, the event created valuable conversations that can continue well beyond LEAP.

As GBG continues expanding its work across the Middle East and Africa, these relationships and shared opportunities will remain an important part of how the company helps organizations turn technology ambitions into meaningful business outcomes.

LEAP may be over, but the conversations, partnerships, and opportunities are just getting started.

At Booth H3.E180, GBG will bring together its technology experts, industry experience, and comprehensive portfolio of solutions to connect with organizations looking to modernize their technology environments, strengthen cybersecurity and governance, accelerate AI adoption, and optimize IT operations.

With nearly three decades of experience supporting organizations through their technology transformation journeys, GBG today delivers capabilities across Hybrid & Multi-Cloud, AI & Data, Cybersecurity & Compliance, Governance, Managed Services, Modern Workplace, and Business Automation.

From Technology Conversations to Actionable Insights

As part of its LEAP 2026 participation, GBG will offer visitors the opportunity to request one of two complimentary assessments, designed to turn conversations at the event into practical next steps for their organizations.

Security Assessment
Designed to provide organizations with greater visibility into their current security posture, identify potential gaps and risks, and highlight opportunities to strengthen security, governance, and compliance across their technology environments.

Personalized AI Use Case Assessment
A focused assessment designed to explore how AI and Microsoft Copilot can create meaningful value within an organization. GBG experts will work with businesses to identify relevant AI opportunities and use cases aligned with their processes, priorities, and business objectives.

Visitors will be able to select their preferred assessment through GBG’s dedicated LEAP experience and connect with the relevant experts for further discussion.

Supporting the Next Stage of Digital Transformation

GBG’s presence at LEAP will also provide organizations with access to specialists across several key technology areas—from cloud adoption, migration and modernization to data platforms, AI, cybersecurity, managed services, governance, and business automation.

Rather than approaching digital transformation as a collection of standalone technologies, GBG focuses on aligning technology decisions with each organization’s operational requirements, business priorities, security needs, and long-term growth strategy.

Its Managed Services portfolio further supports organizations beyond implementation through continuous monitoring, management, optimization, and technical support across cloud, infrastructure, Microsoft 365, security, and IT operations, with flexible service packages designed around different business and operational requirements.

Strengthening GBG’s Presence Across the Middle East

Participation in LEAP 2026 reflects GBG’s continued focus on expanding its presence and customer engagement across the Middle East, with Saudi Arabia representing a key market in the company’s regional growth strategy.

Through its presence in the Kingdom and its wider operations across the Middle East and Africa, GBG combines regional market understanding with technical expertise and partnerships with leading global technology vendors to support organizations throughout their digital transformation journeys.

LEAP provides an important platform for GBG to strengthen relationships with customers and partners, build new connections, and engage directly with business and technology leaders shaping the region’s digital future.

Meet Global Brands Group at LEAP 2026

Visitors to LEAP 2026 are invited to meet the GBG team, discuss their technology priorities, explore relevant solutions, and request a complimentary Security Assessment or Personalized AI Use Case Assessment.

LEAP 2026
13–16 April 2026 | Riyadh, Saudi Arabia
Global Brands Group – Booth H3.E180

Meet our experts. Explore your technology priorities. Discover what’s next for your business.

Global Brands Group (GBG) is proud to announce that it has been recognized as Strategic Partner of the Year – Egypt (FY25/26) at the prestigious the LENA Lenovo Partner Awards 2026, held in Milan, Italy.

The award celebrates GBG’s outstanding partnership with Lenovo and recognizes the company’s continued commitment to delivering innovative technology solutions, driving business growth, and creating exceptional value for customers across Egypt.

Representing Global Brands Group at the ceremony, Tarek Embabi, Director of Sales, accepted the award on behalf of the company during the regional event, which brought together Lenovo’s leading partners from across the region to celebrate excellence, collaboration, and innovation.

Receiving this recognition reflects the strength of the strategic relationship between GBG and Lenovo, built on a shared vision of helping organizations accelerate their digital transformation journeys through world-class infrastructure, devices, and enterprise technology solutions.

This achievement would not have been possible without the dedication of the GBG team, the trust of our customers, and the continued collaboration with Lenovo.

Global Brands Group extends its sincere appreciation to Lenovo for this prestigious recognition and looks forward to strengthening the partnership further while continuing to deliver innovative solutions and exceptional customer experiences.

Cairo, Egypt – 25 June 2026 – Direct, a subsidiary of Global Brands Group (GBG), hosted a specialized training session for its sales team in collaboration with Dell Technologies, reinforcing its commitment to continuous learning and technical excellence.

The session was delivered by Nada Rezk, Client Solutions Field Product Manager for Saudi Arabia, Egypt, Libya, and the Levant at Dell Technologies. Held at Global Brands Group’s headquarters, the training focused on the launch of Dell Technologies’ latest hardware and laptop portfolio while exploring how AI is shaping the future of modern computing and integrating with Dell’s cutting-edge devices to drive innovation, enhance productivity, and empower organizations.

The session provided Direct’s sales team with valuable insights into Dell’s latest innovations, equipping them with the knowledge needed to better understand evolving customer requirements and recommend the most suitable technology solutions for businesses across different industries.

The initiative comes under the vision of Kamal Abdelhalim, Director of Sales & Operations at Direct, reflecting the company’s ongoing investment in developing its people and ensuring its teams remain up to date with the latest technology trends and market innovations.

Direct extends its sincere appreciation to Nada Rezk for delivering this valuable training session. We also extends our appreciation to Sameh George, Senior Regional Channel Sales Manager, and Mohamed El Zomor, Regional Senior Sales Director ISG SENAL & General Manager, for their continuous support and commitment to strengthening the successful partnership between Direct and Dell Technologies.

Such collaborative initiatives reinforce the long-standing relationship between Global Brands Group and Dell Technologies, enabling both organizations to continue delivering greater value to customers through knowledge, innovation, and trusted technology solutions.

As technology continues to evolve, Direct remains committed to empowering its teams with the latest industry insights, enabling them to provide customers with informed guidance and future-ready solutions.

Across every industry, the conversation has shifted from “What is AI?” to “How does AI deliver measurable outcomes?”

This question was the focal point of the IDC CIO Summit Egypt 2026, where Global Brands Group (GBG) joined an elite gathering of CIOs and enterprise decision-makers to chart the next phase of digital evolution: Agentic AI.

From Assistance to Autonomous Execution, representing GBG, Hussein El-Sayed, General Manager, Global Brands Solutions & Services – MEA, delivered a keynote session: “Infuse AI across the enterprise — from productivity and automation to AI agents.”

The session addressed the critical shift from “Co-pilot” models (human-led) to “Agentic” models (AI-led execution). Hussein outlined a roadmap for organizations to embed AI across every operational layer, transforming traditional workflows into intelligent ecosystems.

The “Digital Teammate” Philosophy Drawing on real-world enterprise use cases, the presentation demonstrated how AI is evolving into a strategic digital teammate. Key takeaways included:

• Scalable Automation: Moving beyond silos to enterprise-wide AI adoption.
• Autonomous Execution: Deploying agents capable of making data-driven decisions within defined guardrails.
• Operational Impact: Aligning AI governance and cybersecurity with core business KPIs.

Driving the Future of the MEA Region Beyond the stage, the GBG team engaged with regional leaders on the intersection of cloud transformation and AI governance. The consensus was clear: the competitive edge in 2026 belongs to those who move beyond experimentation and into sustainable, autonomous innovation.

As enterprises navigate this next wave, GBG remains committed to helping customers turn complex AI strategies into tangible business value.

Connect with us to explore how Agentic AI can accelerate your transformation and unlock new levels of operational efficiency.

The launch of GBG Academy reflects GBG’s strong belief that sustainable growth begins with investing in people. This academy is a long-term commitment to developing talent, enhancing technical capabilities, and bridging the gap between academic education and real market needs.

Through structured learning paths, hands-on experience, and direct mentorship from industry experts, GBG Academy aims to equip participants with practical knowledge and real-world exposure that prepares them for today’s evolving digital landscape.

Leadership Appreciation

The foundation behind establishing GBG Academy as a true and impactful entity goes, after the grace of God, to Dr. Ahmed Said, Chairman of GBG. His belief in this initiative from the very beginning, and his unwavering support to transform it into reality, were the driving forces behind its launch.

Dr. Ahmed Said’s deep faith in the capabilities of Egypt’s youth — across all governorates, not only in major cities — reflects his strong conviction that our country continuously produces exceptional talent. His clear belief in our social responsibility, and in our duty to give back to the community that has granted us opportunities, trust, and support formed the true vision behind the creation of GBG Academy.

We also extend our sincere appreciation to Hisham Said, Founder and CEO of Global Brands Group, for his continuous support of this distinguished and forward-looking initiative. During his speech at the launch event, he emphasized that GBG Academy represents part of our long-term commitment to empowering young talents and fulfilling our responsibility toward society.

Celebrating the Heroes Behind the Launch

On this special occasion, GBG proudly congratulates the GBG Academy heroes — Karim Mostafa, Ahmed Hisham Said, Zeina Metwally — and the entire academy team who worked tirelessly behind the scenes to turn this vision into reality.

We also extend our sincere appreciation to the GBG Academy instructors, whose expertise, dedication, and commitment to knowledge-sharing represent the core strength of this initiative. Their role is fundamental in shaping the learning journey and empowering the next generation of technology professionals.

Their collective dedication, persistence, and long journey of effort have made this launch a true achievement for the organization.

Strategic Partners

This achievement would not have been possible without the valuable support of our strategic partners: AWS, Microsoft, NTI, and APEC, whose collaboration strengthens the academy’s mission and enhances the learning journey of its participants.

GBG Academy is not just a program – it is a reflection of our belief that investing in people is investing in the future.

GBG extends its sincere thanks and appreciation to everyone who attended the launch event from the GBG Family. We were truly honored to have you join us in celebrating this important milestone and to share these meaningful moments together. Your presence made the occasion even more special.

From the entire GBG Family, we also express our heartfelt gratitude to every individual who worked behind the scenes and contributed to making GBG Academy a reality. This achievement reflects the collective effort, dedication, and commitment of an exceptional team who believed in the vision and worked tirelessly to bring it to life.

Riyadh, Saudi Arabia – On December 22, 2025, Global Brands Group (GBG), alongside partners Amazon Web Services (AWS) and Mindware, hosted “The Future of Intelligent Operations for CxOs” event at the Mövenpick Hotel & Residences in Riyadh. This landmark event followed the soft opening of GBG’s new, larger Middle East headquarters in Riyadh, signaling the company’s ongoing commitment to supporting digital transformation across the region.

Hisham Said, the founder and CEO of Global Brands Group, and Hussein El-Sayed, the General Manager – MEA, attended the event along with top managers from the company. They had the pleasure of meeting with clients and welcoming new guests who attended the event, strengthening relationships and highlighting GBG’s commitment to excellence in the region.

Established in 1997, Global Brands Group has built a reputation as a leading System Integrator and Managed Services Provider (MSP), specializing in Data & AI, hybrid & Multi-Cloud, Cloud Migrations, DevOps, Security, and Automation. The event provided a platform to showcase the company’s expertise and its innovative solutions designed to help businesses achieve successful deployments and manage complex architectures. 

“The Future of Intelligent Operations” brought together industry leaders, partners, and clients to explore GBG’s cloud transformation framework in anticipation of the upcoming AWS Saudi Region in 2026.

Discussions during the event focused on several key areas, including:

• Cloud Journey: Streamlining data center migrations and ensuring business continuity.
• Security & Edge: Advanced edge security capabilities and managed security services.
• Modernization: Application modernization frameworks and AWS Data & AI capabilities.
• Managed Services: Delivering comprehensive managed services to enhance operational efficiency.

This event reflects GBG’s commitment to driving digital transformation in alignment with Saudi Arabia’s Vision 2030. With the opening of its new Riyadh office and the launch of its AWS business expansion into the Kingdom, GBG is strengthening its presence in the region. These initiatives position GBG to play a pivotal role in fostering technological progress and supporting local businesses with innovative solutions such as advanced hybrid and multi-cloud computing services, enhanced data security, and scalable digital infrastructure.

“Our expanded presence in Saudi Arabia is a testament to our long-term vision for the Middle East,” said Hisham Said. “We are committed to providing advanced cloud and AI frameworks that empower businesses to thrive in the digital age and align with the ambitious goals of Vision 2030.” 

Global Brands Group extends its gratitude to its clients, partners, and guests for their participation and contributions to the event’s success. We look forward to continued collaboration and innovation to drive digital success in Saudi Arabia and beyond.

The event took place on December 21, 2025, marking an important step forward in GBG’s efforts to drive digital transformation and innovation across the Middle East and Africa (MEA) region. 

Hisham Said, Founder and CEO of Global Brands Group, Hussein El-Sayed, General Manager – MEA, and Karim Salama, the Group Financial Manager, were present to commemorate this significant milestone, joined by key group managers and industry leaders. The relocation of GBG’s Middle East headquarters to a larger office in Riyadh reflects the company’s strategic vision to grow its presence and further strengthen its commitment to customers in the region.

The soft opening of the new headquarters reflects GBG’s dedication to Saudi Arabia’s Vision 2030. This expansion provides a strong foundation to meet the Kingdom’s increasing demand for advanced solutions in AI & data, hybrid and multi-cloud, migration, DevOps, security, and automation. 

The newly established Riyadh headquarters will serve as a critical center for GBG to deliver innovative solutions and services, ensuring effective deployments and comprehensive architecture management for its partners and clients. 

Operating in Saudi Arabia under the name Global Brands for Information Technology, GBG remains focused on creating exceptional value and supporting Saudi Arabia’s ongoing digital transformation. By taking this step in Riyadh, the company is well-positioned to contribute to the advancement of technology in the Kingdom for years to come.