ELARABY Group and Iwaco Announce Strategic Partnership for Exclusive Distribution of the Tornado Brand in Morocco

ELARABY Group, a leader in home appliances in the Middle East and Africa, has partnered with Iwaco, a distribution subsidiary of T-Man Holding, to establish a strategic agreement for the exclusive distribution of the Tornado brand in Morocco. On February 12, 2025, a dedicated Tornado showroom was inaugurated in Casablanca, marking the beginning of this collaboration. The inauguration was attended by leaders from both groups, partners, and key players in the industry. This immersive showroom provides professionals and consumers with a unique and interactive experience, allowing them to discover the latest innovations from the brand.

Tornado: A High-Performance Brand Tailored to Moroccan Consumers’ Expectations

Tornado, the flagship brand of ELARABY Group, has established itself as a major player in the home appliance sector by offering solutions that cater to the needs of modern households. Its product range spans several categories, including:

• Refrigerators and Freezers: Optimized storage capacity and energy efficiency.
• Washing Machines and Dryers: Enhanced efficiency with cycles tailored to market demands.
• Televisions and Audio-Visual Equipment: High-definition screens for total immersion.
• Air Conditioners: High-performance solutions for ideal thermal comfort year-round.
• Small Appliances: A comprehensive range of practical devices for cooking and maintenance.

Leveraging the expertise of ELARABY Group and the distribution power of Iwaco, Tornado aims to become an essential reference for Moroccan consumers in search of quality, durable, and innovative products.

A Partnership Based on Complementarity and Local Expertise

Iwaco, with its recognized experience in home appliance distribution and an extensive network of retailers covering the entirety of Moroccan territory, will ensure optimal distribution of Tornado products. This presence guarantees maximum accessibility for consumers.

Medhat El Arabi, General Manager of International Affairs at ELARABY Group, stated: “We are proud to announce our entry into the Moroccan market, a strategic market where consumers demand quality, performance, and service. Morocco is a key step in our development in North Africa. Through our partnership with Iwaco, we have the opportunity to bring innovative and accessible products that meet the expectations of Moroccan households.”

Fahd Bennani, Managing Director of Iwaco, added: “We are pleased to partner with ELARABY Group to introduce Tornado to Morocco. With our expertise in home appliance distribution and our nationwide network, we guarantee a strong presence and optimal product availability. This partnership is based on a shared vision: to offer Moroccan consumers tailored products and to build a lasting success together.”

A Long-Term Commitment to Quality Customer Service

Beyond product sales, ELARABY Group and Iwaco are committed to providing efficient after-sales service to ensure optimal support for Moroccan consumers. This initiative will include:

• A network of authorized service centers across Morocco.
• Continuous availability of spare parts to guarantee product durability.
• A responsive customer support system to effectively address consumer inquiries.

This commitment aims to provide an optimal and lasting customer experience, thereby reinforcing Tornado’s position as a trusted brand in the Moroccan market.