Amid the buzzing halls of GITEX Dubai 2025, Majed Mounir, Founder and CEO of STORM, revealed the company’s bold plans to expand aggressively across Africa and North Africa, capitalizing on its strategic hub in Dubai’s Free Trade Zone to drive its next phase of regional and global growth.
“STORM is moving forward at full speed to strengthen its presence across regional and international markets, with a particular focus on the Maghreb and African regions,” said Mounir, underscoring the company’s ambition to reach a wider customer base through its expanding distribution network.
Having already achieved significant coverage across the Gulf, STORM is now turning its attention to high-potential markets including Algeria, Morocco, Tunisia, Sudan, Ethiopia, and Cameroon — territories Mounir described as “promising markets full of opportunities for sustainable growth.”
“We work closely with top global brands like HONOR and Samsung, and each market tells a different story,” he explained. “In Sudan, Samsung holds the lion’s share; in Ethiopia, price is the main driver; while in Morocco and Algeria, consumers lean toward premium smartphone categories.”
Africa’s Digital Momentum
Mounir highlighted that STORM’s footprint in Africa has been growing steadily, powered by collaborations with local partners in each market who help the company better understand consumer needs and optimize distribution efficiency.
He praised the UAE’s pioneering digital transformation and investment climate, describing it as “a model that inspires the entire region.”
Mounir also noted that African consumers are evolving rapidly due to the spread of internet connectivity and social media:
“Today’s consumers are more informed, more selective, and far more value-conscious. They compare brands and prices before making any decision. The real strength of a distributor lies in smart marketing and after-sales service — two pillars that STORM gives top priority.”
He added that STORM’s growth strategy centers on working hand in hand with local market leaders to expand distribution networks and deliver reliable after-sales support, granting the company flexibility and speed to scale operations across diverse territories.
Global Alliances, Local Expertise
According to Mounir, STORM’s alliances with leading international brands give the company access to the most sought-after devices, while it manages end-to-end trade and distribution across regional markets.
“Our role is to ensure that customers receive original, high-quality products at competitive prices,” he said, noting that the company’s current focus is on smartphones, accessories, and smartwatches — three of the fastest-growing categories in emerging markets.
Investing in the Future
Wrapping up his remarks, Mounir emphasized that STORM’s vision extends beyond commercial success.
“We don’t just build businesses — we build ecosystems of collaboration that open doors for innovation and sustainable growth across the region,” he said passionately.
Looking ahead, he revealed that STORM plans to inject new investments in 2026 as part of an ambitious expansion strategy that includes opening new offices, entering additional markets, and introducing world-class electronic brands to consumers in untapped territories.
“STORM today stands among the most promising companies capable of leading a new wave of growth in the regional electronics and distribution sector,” Mounir concluded.
