ELARABY to Display TORNADO's Range and Regional Ambition at Channel Summit META

With a legacy that dates back to 1964, ELARABY has grown into one of the Middle East and Africa’s most influential industrial and commercial conglomerates. Backed by over 45,000 employees and a manufacturing footprint of 35 state-of-the-art factories across four industrial complexes, ELARABY is a homegrown success story rooted in trust and innovation. Today, the group exports over 2,000 product variations to more than 60 countries worldwide.

At the heart of their Channel Summit META participation is TORNADO—a trusted, high-performance, and affordable brand in consumer electronics and home appliances. ELARABY aims to expand TORNADO's presence across the Gulf, spotlighting its reliability, practicality, and emotional resonance with consumers across every touchpoint in their daily lives.

One of the highlights for this year’s summit is the introduction of TORNADO’s pet-friendly robot vacuum. With powerful suction, a self-emptying base, and a built-in 5-in-1 grooming kit, the product is a testament to ELARABY’s commitment to delivering smart, accessible solutions that meet modern household needs—particularly for pet owners.

“Our goal at Channel Summit META is to forge meaningful distribution and retail partnerships across the region, particularly in the KSA and UAE," said Islam El Araby. "We’re excited to showcase how TORNADO, inspired by ELARABY’s Egyptian roots and legacy of trust, delivers a wide range of home solutions that balance quality, convenience, and affordability."

With eyes on innovation-driven growth, ELARABY is proactively navigating the challenges of intense competition and shifting consumer behaviours in the region. Their strategy includes adapting product features to regional preferences, expanding service networks, and investing in customer-centric design and support—all aimed at building a brand that consumers not only use, but trust.

Meet ELARABY and experience the TORNADO product line at Channel Summit META—where smart solutions meet everyday comfort, and regional growth meets a legacy of excellence.