Est. Dubai, UAE · MENA Region

Sovereign Capital. Enduring Legacy.

We allocate capital with structure. We govern with discipline. We scale with intention.

Hera Holding is a Dubai-based investment and operating group that builds, structures, and scales disciplined enterprises across food & beverage, retail, supply chain, and innovation sectors throughout the MENA region.

Discover Hera View Portfolio
6
Operating Companies
4
Sectors
3+
Markets
MENA
Focus Region
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Our Focus

Our Strategic Investment Themes

⚙
Automation & Retail Technology
◈
Consumer Brand Platforms
▦
Supply Chain Infrastructure
⬡
Concept & Brand Incubation
Institutional Overview

Structured to Build. Governed to Last.

Hera was established to institutionalize growth across a diversified portfolio of operating companies. We do not pursue expansion for visibility. We pursue structured value creation anchored in governance, capital discipline, and long-term stewardship.

Our mandate is clear: build durable enterprises, protect downside risk, and create scalable platforms positioned for permanence.

01
◆

Capital Discipline

Governance-driven capital deployment in structured tranches tied to validated milestones — not speculative expansion.

02
◆

Institutional Governance

Multi-layer oversight with Board, Investment Committee, and Operating Committee structures ensuring accountability.

03
◆

Long-Term Stewardship

Multi-generational thinking beyond market cycles — permanence over short-term performance.

Portfolio Snapshot

Six Companies. Multiple Sectors.
One Vision.

Each entity operates with defined autonomy while remaining governed under centralized capital allocation and oversight.

Food & Beverage

Mercury F&B s.a.l

Lebanon

Multi-unit food & beverage operations and franchise management.

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Food & Beverage

Mercury F&B

Egypt

Scaled F&B platform and robotics-enabled retail deployment.

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Supply Chain

Minerva Trading Hub L.L.C

Dubai

Supply chain, sourcing, and procurement infrastructure platform.

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Brand Incubation

Lulu Sucre Company s.a.r.l

Lebanon

Brand incubation and pastry concept development company.

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Retail

Stevano s.a.r.l

Lebanon

Women's fashion and retail brand development platform.

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Retail

Stevano

Egypt

Retail expansion and structured brand replication platform.

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Strategic Pillars

Four Pillars of Structured Growth

01

Automation & Retail Technology

Integration of robotics, AI-enabled retail systems, and automation platforms to enhance efficiency and scalability.

02

Consumer Brand Platforms

Structured expansion of consumer-facing brands through disciplined operational frameworks and governance-driven replication.

03

Supply Chain Infrastructure

Centralized sourcing, procurement optimization, and logistics enablement across portfolio companies.

04

Concept & Brand Incubation

Validation, launch, scaling, and structured monetization of scalable consumer brands.

About Hera Holding

Institutional Investment Platform

Hera Holding is an Institutional investment platform focused on building, protecting, and scaling structured enterprises across food & beverage, retail, supply chain, and innovation.

Our role is to structure, govern, and accelerate enterprise value across the portfolio.

Mission

To build, protect, and scale brands that endure.

Vision

To become a regional institutional investment platform with multi-sector strength and disciplined capital governance.

Our Philosophy

Hera operates under the principles of sovereignty, structured growth, disciplined capital allocation, and long-term stewardship. The company prioritizes permanence over short-term performance and institutional strength over opportunistic expansion.

Core Principles

SovereigntyOwnership with authority and responsibility.
LegacyMulti-generational thinking beyond market cycles.
DisciplineGovernance-driven decision making.
Selective ExpansionStrategic growth aligned with defined thresholds.
Capital Structure

How Hera Funds Growth

Hera funds growth through a disciplined combination of portfolio cash generation, divestment proceeds, holding-level equity capital, selective bank financing, and, where applicable, distributions from investment partnerships or funds. Capital is deployed toward new investments, follow-on funding, portfolio integration, technology and infrastructure buildout, debt service, taxes, and shareholder distributions. Allocation decisions are made at the holding level to preserve liquidity, reinforce strategic control, and support long-term enterprise value creation.

Sources of Capital
HERA
Uses of Capital
Sources of Capital
1
Portfolio Dividends & Operating Distributions

Cash flows upstreamed from portfolio companies support reinvestment at the holding level.

2
Divestment Proceeds

Hera receives proceeds from the sale of investments when it rebalances the portfolio or realizes value from selected positions.

3
Distributions from Funds & Co-Investments

Where Hera participates in external funds or partnership vehicles, distributions may be received as those investments mature.

4
Equity Capital at Holding Level

Hera may raise equity capital from founders and aligned strategic investors to support long-term growth while preserving governance discipline.

5
Bank Facilities & Structured Financing

Hera may use bank borrowings or other structured financing solutions for acquisitions, working capital, or bridge funding needs.

6
Strategic Partnerships & Co-Investment Capital

Hera may structure strategic partnerships and co-investment opportunities alongside institutional or strategic investors to support specific portfolio initiatives and expansion programs.

7
Retained Earnings & Capital Reserves

Hera retains a portion of earnings at both the holding and portfolio levels to preserve liquidity, strengthen the balance sheet, and fund future growth initiatives.

Uses of Capital
1
New Investments & Follow-On Capital

Capital is deployed into new opportunities and existing portfolio companies to support growth and value creation.

2
Portfolio Optimization & Associated Costs

Funds may be allocated toward integration, restructuring, operational improvement, and transaction-related costs.

3
Technology, Automation & Infrastructure

Hera invests in technology systems, automation platforms, and supply chain infrastructure that strengthen portfolio competitiveness.

4
Debt Service & Financing Costs

Hera services interest, fees, and principal repayments associated with its financing obligations.

5
Taxes & Statutory Obligations

Hera and its portfolio companies meet tax obligations across the jurisdictions in which they operate.

6
Shareholder Distributions

Hera may distribute dividends to shareholders in line with Board-approved capital allocation priorities and liquidity requirements.

7
Liquidity Reserves

A portion of capital may be retained to preserve balance sheet strength and maintain strategic flexibility.

Investment Philosophy

Capital Allocated with Purpose

Hera deploys capital through a structured governance framework designed to protect shareholder value and maintain disciplined investment decision-making.

Every position Hera enters is evaluated against a structured return framework — disciplined at entry, monitored at scale, and positioned for optionality at exit.

01
IRR Thresholds & Return Requirements

Minimum return thresholds are defined per investment and evaluated against sector risk profile before any capital commitment is made.

02
Controlled Capital Exposure

Capital is deployed in structured tranches, limiting downside exposure while preserving the flexibility to scale high-performing positions.

03
Performance-Based Tranche Release

Subsequent funding rounds are unlocked by milestone achievement — operational, financial, or strategic — not by calendar timeline alone.

04
Scalability Validation Before Expansion

Each concept must demonstrate replicability and unit economics across multiple scenarios before growth capital is released.

05
Defined Exit Optionality

Every position is structured with a clear monetization pathway, whether through strategic acquisition, private equity, or long-term yield.

Asset Development Framework

Four-Phase Enterprise Model

I
Phase I

IDEA

Strategic Validation

Market opportunity assessment, strategic positioning, financial feasibility modeling, and governance structuring prior to capital deployment. No execution capital deployed before validation.

II
Phase II

LAUNCH

Controlled Deployment

Brand identity, IP registration, supplier sourcing, SOP creation, technology setup, and controlled capital deployment for the initial commercial launch.

III
Phase III

SCALE

Disciplined Replication

Multi-unit expansion, geographic rollout, franchising or licensing, and channel diversification with quarterly board reviews and EBITDA optimization.

IV
Phase IV

EXIT

Strategic Monetization

Strategic acquisition, private equity investment, partial equity sale, franchise monetization, or long-term dividend yield strategy with full investor documentation.

Capital is stewarded — not deployed opportunistically. Governance precedes acceleration. Enterprise value creation outweighs revenue optics.

Our Investments

Constructing Durable Enterprise Value

Hera allocates capital with a long-term institutional mandate: to construct a resilient portfolio of operating companies generating sustainable returns across economic cycles.

01

Core Operating Platforms

Established business models generating consistent revenue streams and operational scale.

Mercury F&B s.a.l Lebanon↗

A multi-unit food and beverage operating platform responsible for developing, managing, and scaling hospitality brands across regional markets.

⭃

Mercury F&B Egypt↗

Regional F&B platform integrating robotics-enabled retail concepts and scalable franchise operations.

⭃

Minerva Trading Hub L.L.C Dubai↗

Supply chain and procurement infrastructure company providing sourcing, logistics coordination, and operational efficiency across the Hera portfolio.

02

Growth Platforms

Companies with scalable brand and market expansion potential through disciplined replication.

⭃

Lulu Sucre Company s.a.r.l Lebanon↗

Pastry and cafe concept development platform focused on building premium dessert brands with scalable retail potential.

⭃

Stevano s.a.r.l Lebanon↗

Retail company developing women's fashion and lifestyle brands designed for structured growth across regional markets.

⭃

Stevano Egypt↗

Expansion platform focused on replication of validated retail models and regional market penetration under disciplined capital controls.

03

Strategic Infrastructure & Innovation

Technology and automation platforms enhancing portfolio competitiveness and operational efficiency.

Innovation & Infrastructure

Technology as Competitive Advantage

Innovation plays a strategic role in strengthening Hera's portfolio competitiveness and operational efficiency. The group integrates advanced technologies to modernize consumer experiences, improve operational productivity, and support scalable growth models.

Technology adoption must demonstrate clear operational advantages, scalability, and long-term strategic relevance before capital deployment.

Explore Our Strategy
⬡

Retail Automation

AI-powered barista systems and smart retail environments optimizing efficiency and customer engagement.

⬡

Smart Consumer Infrastructure

Automation, technology partnerships, and data-enabled retail systems modernizing hospitality environments across MENA.

⬡

Robotics-Enabled Hospitality

Advanced robotic retail infrastructure strengthening margin structure and long-term scalability.

Governance

Structured for Institutional Strength

Our framework separates ownership, oversight, and execution — enabling the group to scale while maintaining institutional strength and accountability.

Level 01

Board of Directors

Strategic oversight and capital protection. Supervises group strategy, capital allocation, and risk management across the portfolio.

→
Level 02

Investment Committee

Capital allocation and approval gates. Reviews and approves all investment decisions under defined IRR and risk thresholds.

→
Level 03

Operating Committee

Execution supervision and portfolio performance monitoring across all operating entities, ensuring disciplined execution and alignment with group strategy.

→
Level 04

Audit & Compliance

Risk monitoring, institutional reporting, and portfolio performance measurement with full accountability standards.

Leadership

Founder & Executive Leadership

Moustafa Abbas

Moustafa Abbas

Founder & Chief Executive Officer

Founder and Chief Executive Officer of Hera Holding. He leads the group's capital allocation strategy, governance architecture, and cross-market expansion initiatives. With multi-sector experience across food & beverage, retail, supply chain, and robotics-enabled hospitality, he focuses on institutionalizing growth, integrating innovation platforms, and building durable enterprise structures across the MENA region.

News & Resources

Corporate Announcements

Hera Holding Establishes Dubai Free Zone Operations
Corporate Formation

Hera Holding Establishes Dubai Free Zone Operations

Dubai, UAE — Hera Holding has been formally established in Expo City Dubai Free Zone as a centralized investment and governance platform overseeing a diversified portfolio across food & beverage, retail, and supply chain sectors.

March 12, 2026 Read More →
Hera Holding Strengthens Portfolio Through Strategic Expansion
Strategic Expansion

Hera Holding Strengthens Portfolio Through Strategic Expansion

Dubai, UAE — Hera Holding announced a strategic expansion aligned with its long-term growth framework, reinforcing the group’s investment strategy focused on building and scaling integrated operating platforms across consumer-facing and supply chain sectors.

March 12, 2026 Read More →
Hera Holding Secures Strategic Investment to Accelerate Growth
Strategic Investment

Hera Holding Secures Strategic Investment to Accelerate Growth

Dubai, UAE — Hera Holding announced that it has secured a strategic minority investment at the holding level to support the next phase of its structured growth strategy.

March 12, 2026 Read More →
View All News
Contact

Institutional Inquiries

For institutional inquiries, investment discussions, or strategic partnerships, please reach out through the appropriate channel.

Corporate Office

Expo City Dubai Free Zone
Dubai, United Arab Emirates

General Inquiries

info@hera-holdings.com

Investment Inquiries

investments@hera-holdings.com

Partnership Discussions

partnerships@hera-holdings.com