Launching in Egypt for the first time, international white goods and consumer electronics leader Hisense signed a memorandum of cooperation with Elaraby Group, injecting an estimated $170 million through television, refrigerator, and air conditioner manufacturing into the country.

Using its established distribution network, along with strong marketing and brand management, the partnership with Elaraby provides Hisense a solid support based to solidify its position in Egypt, wrote an official statement.

“Our partnership with Elaraby Group, being a prominent world-class organization of home appliances manufacturing, grants us an unmatchable opportunity to manufacture and market our products in Egypt,” said Jason Ou, Managing Director of Hisense Middle East and North Africa during the announcement’s press conference.

“[this is] definitely considered a step forward towards expanding our investments in the Middle Eastern and North African regions,” Ou added.

The main beneficiary of the partnership is, in fact, the customer, says Elaraby Group’s Eng. Mohamed Mahmoud Elaraby, explaining that this is due to the combination of Hisense’s quality and modern technology and Elaraby’s competitive prices and extensive warranties, which provide several options for different consumer segments.

The partnership is expected to introduce an average of 4,000 new job opportunities in the Egyptian market.

The partnership will pave the way for more mutual cooperation between both countries, which will be in favor of the Egyptian industrial market, said Eng. Elaraby.

Eng. Elaraby also revealed there were future plans for introducing massive production lines to cope with the expected high demand on the Hisense product in Egypt in the upcoming phase; thereby providing thousands of job opportunities for Egyptian citizens.

Hisense’s Middle East sales saw a 116% growth rate in the first half of 2021, with overall Hisense home appliances sales jumping by 134%, air conditioners’ sales climbing 120%, and TV sets’ up by 94%.