About Us
The Story of ShararCo
Before becoming Egypt’s exclusive Tramontina distributor, ShararCo was born from a simple vision — to bring durable, high-quality products that make everyday life easier for Egyptian families. What began as a small trading company in Cairo evolved through passion, trust, and consistency into one of Egypt’s most respected distributors in the kitchenware and tools sector.
Our Early Years
Founded in the early 1980s, ShararCo started as a family business focused on distributing quality home and hardware tools in Cairo. Driven by a commitment to reliability and long-term partnerships, the company built a reputation for honesty and precision — traits that later attracted global brands seeking a trusted local ally.
As the Egyptian market developed, ShararCo saw an opportunity to introduce international craftsmanship to local households. That pursuit of excellence led to a partnership that would shape the company’s identity for decades to come — Tramontina.
1983 — Company Founded
Shararco is founded in Egypt as an importer and nationwide distributor of international consumer brands across diverse categories, including cutlery & tableware, cosmetics & personal care, detergents & household, car accessories & hardware, and home appliances — building a reputation for reliability and distribution excellence.
1990 — Manufacturing for Multinational Brands
Shararco expands into local manufacturing of detergents and cosmetics with multinational partners under international standards and private labels — strengthening quality control, production management, and FMCG expertise.
1992 — Founded in Cairo
ShararCo is established as a family trading company, focusing on importing and distributing quality household and hardware products across Egypt.
1992 — Partnership with Tramontina
A strategic alliance begins with Brazil’s leading kitchenware manufacturer, introducing premium Brazilian cutlery and kitchen tools to the Egyptian market and laying the foundation for decades of specialization in kitchenware.
1993 — Nationwide Tramontina Distribution
Official distribution of Tramontina products launches across Egypt with a professional sales and after-sales structure — a partnership that continues to model consistency and shared values.
1995 — Became Tramontina’s Official Distributor
ShararCo signs an exclusive partnership with Tramontina, bringing authentic Brazilian kitchenware to Egypt for the first time and setting new standards for quality and trust.
1997 — Distribution Network Expansion
Distributor network broadens and retail availability scales nationwide. In-store seller training is introduced to communicate product advantages and craftsmanship to shoppers.
2002 — Professional Line Launch
A complete home and professional kitchenware lineup rolls out — built for durability, performance, and ease of use.
2007 — Retail Partnerships
Partnerships with major retail chains and hypermarkets strengthen reach and visibility, supported by in-store displays and live product demonstrations.
2010s — National Expansion
The brand expands nationwide with strong retailer and wholesale partnerships, becoming a household name for durable knives and cookware across Egypt.
2012 — Advanced Product Lines
New Tramontina collections launch with ergonomic design, rust resistance, and superior knife balance — marrying modern innovation with brand heritage.
2018 — Exclusive Representation in Sudan
Appointed Tramontina’s exclusive distributor in Sudan, establishing reliable distribution and after-sales support tailored to local consumer preferences.
2022 — Digital & Channel Development
Expansion into new B2B and B2C channels; strengthened digital presence and content. Enhanced visual storytelling, product education, and guidance to improve conversion and brand awareness.
2024 — E-Commerce Launch
ShararCo takes a major digital leap — launching Tramontina’s official e-commerce presence across Shopify, Amazon, and Noon, making authentic products accessible to every Egyptian home.
2024 — Amazon Launch
Official launch on Amazon with optimized listings, performance marketing, and responsive post-purchase communication — delivering a seamless, modern customer experience.
2025 — Awareness & Brand Storytelling
Nationwide awareness campaigns celebrate 30+ years of Tramontina in Egypt — spotlighting craftsmanship, family traditions, and the joy of cooking together.
Our Mission
At ShararCo, our mission is to blend the beauty of Brazilian craftsmanship with the heart of Egyptian kitchens. For over three decades, we’ve stood for authenticity, durability, and trust — bringing tools that inspire creativity, family, and pride in every home. We continue to shape the future of cooking in Egypt, one authentic Tramontina product at a time.
