• To become the top choice for Egyptians seeking innovation and reliable electronic products.
  • To achieve high product demand across the MEA region, with the majority of corporate sales derived from exporting products.


Our mission is to enrich consumer’s lives with locally-assembled and innovated electronic products, featuring advanced technologies at affordable consumer prices. We are dedicated to provide value and variety in both our products and retail stores to induce a positive experience for customers seeking the best match to complement their lifestyles.

“Our goal is to go beyond the expectations and to be known as the most innovative supplier for home appliances and electronic devices, While maintaining a leadership position in the market by delivering competitive solutions to our customers with an outstanding service at an optimum price.”