In a major consolidation within the Middle East’s beauty and wellness tech sector, the Egyptian lifestyle platform Glamera has officially acquired Bookr Group. The move marks a significant regional expansion, absorbing a prominent operator with a deep-seated presence in Kuwait, Bahrain, and Saudi Arabia.
Bookr Group is widely recognized for its robust B2B service-provider management software and a consumer-facing booking application that currently serves over 300,000 active users.
Expanding the Footprint: From Cairo to the Gulf
Since its launch in September 2019, Glamera has built a comprehensive digital marketplace for beauty and health services. The platform serves as a one-stop-shop for booking appointments at:
- Beauty & Grooming: Salons and spas.
- Health & Wellness: Gyms, fitness centers, and clinics.
- Specialized Care: Dental and medical beauty services.
While Glamera has already established a dominant position in Egypt and launched operations in Riyadh, this acquisition serves as a fast-track entry into the wider Gulf Cooperation Council (GCC) markets. The integration of Bookr’s infrastructure and user base instantly multiplies Glamera’s market share in high-value territories.
Strategy: AI-Powered Unified Ecosystem
The acquisition is more than a geographic expansion; it is a technological upgrade. Glamera’s long-term vision involves building a unified, AI-powered platform designed to provide end-to-end solutions:
- For Service Providers: Advanced ERP (Enterprise Resource Planning) tools to manage staff, inventory, and scheduling with greater efficiency.
- For Consumers: A personalized, AI-driven booking experience that anticipates user preferences and optimizes appointment discovery.
- Operational Synergy: By merging the two companies’ data and engineering resources, Glamera aims to lower operational overhead while increasing innovation speed.
A Path Toward the Public Market
The deal signifies Glamera’s evolution from a high-growth startup into a mature regional player. Backed by a $1.3 million seed round in late 2022, the company is now positioning itself for a future exit.
Mohamed Hassan Hijazi, co-founder and CEO of Glamera, stated:
This acquisition… marks our transition from a fast-growing startup into a mature, powerful regional entity. This step lays the foundation for the next phase of growth and sets a clear pathway toward our upcoming listing in the stock market.
The beauty and wellness sector in the MENA region is experiencing rapid digitization. By absorbing a competitor like Bookr, Glamera is neutralizing a major rival while securing the “first-mover” advantage in Kuwait and Bahrain. As the company prepares for its eventual IPO, the focus will likely shift to further AI integration and expanding its partnership network with premium international clinics and luxury salon chains.
