Ellies returns to profitability in difficult environment

Ellies, a leading provider of innovative technology solutions, has managed to achieve profitability in a challenging year marked by the global pandemic. Despite the tough trading environment brought about by the COVID-19 crisis, Ellies has not only returned to profitability but also recorded a 1.9% growth in revenue. In a recent interview with CNBC Africa, Ashorn Gerry, the company's representative, highlighted the key factors that contributed to their success. One of the major drivers of their performance was the surge in demand for their products during the lockdown period, as people turned to home entertainment solutions. However, Ellies' resilience goes beyond the temporary boost from the lockdowns. The company has successfully diversified its revenue base by venturing into the solar sector. Partnering with Vox, Ellies has seen significant traction in the solar market, with products selling out even before the official marketing campaign could kick off. The growing demand for solar products and uninterrupted power supply has positioned Ellies for continued growth and success. Despite facing challenges in their manufacturing division, particularly due to delays in the Broadcasting Digital Migration project, Ellies has managed to reduce losses and is exploring strategic alternatives to ensure the sustainability of this segment. The company's strategic focus on efficiency and cost savings, including outsourcing warehousing and logistics to Value Logistics, has further strengthened their position in the market. Looking ahead, Ellies remains optimistic about the future, believing that the worst is behind them. By making tough decisions, restructuring their business, and innovating with new products, Ellies is poised for growth and success in the coming years.