WHERE IT ALL STARTED
The "TOY RUN"
1st of November, 2017: Alaa Khalil & Mohamed Lotfy started working on Furnishing "Marwa Fayed's" Toy Run office in Cairo, Egypt. The Mission was to deliver practical, affordable, trendy & happy pieces of furniture and it was completed successfully by February 2018. The project was over but a brand idea was born.
THE "1ST COLLECTION" THAT WAS NEVER RELEASED
After the Toy Run, Lotfy & Alaa were overwhelmed by oriented strand boards as a material; so eventually the 1st collection of the "unnamed brand" was the "OSB" collection. Samples were done perfectly, a photoshoot took place. But what Alaa & Lotfy didn't know, is that they will sleep on it and totally ditch it after a week, claiming "its not a market entry and it's a bit narrow! it's not an anchor!"
BRAND BUILDING BLOCKS
Concept, Mission & Vision
After a successful project delivered and a full collection thrown away; the duo thought it's all about the bigger picture. LETS THINK BIG! It's not about furniture only! The mission is to offer trendy, practical, affordable & durable lifestyle products. One must always feel comfortable, always feel home, while using the products offered from brand. A connection must be there!
Getting the world DROWZY
You will always feel Drowzy, when you experience comfort at its peak! So it's "DROWZY", what they were looking for. They chose the Zebra as the brand's favorite animal, since watching a dazzle of zebras running down a forest makes you feel Drowzy. All the brand guides, patterns and colors were developed following the same concept and idea.
The duo launched in a different way, allocating the marketing kick off budget to renting a strategically located showroom in the heart of Cairo: in one of the main exits of the very prestigious district: Zamalek.It was more of a 3D walk in ad, as if you are walking through a live billboard. It was a true"trust gainer"for clients to know more about the brand, product offerings, quality standards and the experience.
THE 1ST COLLECTION
Day 1 in the playground
While the market was over saturated with the "make your own" concept, DROWZY came in filling in the gap of "owning" a certain style or material in the home industry. DROWZY created a contextual & practical looking style with metal wireframes, which fits all styles.It was more than just a collection, it was a direction which drove the brand's catalog to develop and evolve into various collections nowadays, offering to people what we call"VARIETY".
DIRECT TO CUSTOMER
1st of September 2019:Enough trust was gained and built with customers to establish the business completely online, therefore they shut down the trust gainer showroom "slash" the 3D walk-in billboard.Since thenDROWZYis operating online and growing its footprint & catalog day after day, maintaining the best standards of customerexperienceand quality of products.
HOME & AWAY FROM HOME
DROWZY: The Lifestyle Brand
Summer'21:The time when DROWZY's vision started coming to life, offering a diverse catalog varying from home products to away from home products: side tables, home decor pieces, beach seating solutions, bags & pouches and much more.Home is everywhere, home is a feeling, sense of belonging, a certain smell which recalls memories, home is coziness & comfort anywhere.
1ST OFFICIAL FASHION LINE
Selling a lifestyle needs hard work and continuous development. "MUM+KID" is the entry point for many more upcoming fashion lines by DROWZY.
"MUM+KID" is a line offering everyday clothing for each and every woman out there, along with some colorful matching stuff for your cool kid.