Overview: Behind every great product is a supply chain that works like clockwork — and for global vape leaders ELFBAR and LOST MARY, that means blending cutting-edge automation with strict quality standards. Lauren Huang breaks down how operational innovation is the real backbone of their success in the MENA region.
Q1) Your theme this year is “HELLO DUBAI, HELLO WORLD.”. What does that mean for your partners here?
A:
It’s a statement of transformation. “Hello” refreshes our goal this year of showcasing our latest innovative products and supply chain capabilities, which lead up in the industry.
Q2) How have you improved your production to align with market demands in the GCC?
A:
• Beyond product R&D, supply chain innovation is another key pillar of our industry-leading operations. While we’ve already implemented automated production, we further upgraded our manufacturing capabilities in 2025 to unlock even greater efficiency and scalability.
• This year, we introduced the next-generation Flexible Manufacturing System — a modular approach that arranges products into standardized components, enabling streamlined reassembly on highly adaptable production lines.
• This enhanced flexibility allows us to pivot across categories swiftly and respond rapidly to evolving market demands — bringing faster product deliveries that better meet adult users’ needs.
Q3) How does this translate into business confidence for local distributors?
A:
• A guaranteed, and efficient supply chain plays a crucial role in maintaining and furthering relationships with business partners worldwide, including in the UAE.
• Compared to its predecessor, this upgraded manufacturing system has increased production efficiency by 30%, resulting in a significant reduction in lead times and an acceleration of the pace of new product introductions. This advancement also improves product quality consistency, bringing fewer defects, reduced customer complaints, and higher overall satisfaction.
• In addition to operational efficiency, product quality and safety remain our top priorities.
• Every device and e-liquid product undergoes a rigorous multi-tiered testing process, including toxicological and chemical analysis, reliability testing, material testing, and electronic and battery testing, covering 142 tests on e-liquids, 22 on aerosols, 86 on device materials, and 31 on product reliability.
• To ensure continued compliance and performance, we also conduct regular post-market inspections, reinforcing product integrity as part of overall user experience.
Q4) Any next steps for smarter operations?
A:
• We will continue to elevate our manufacturing, customer service, and global logistics systems to new levels to maximize efficiency and increase transparency, all while ensuring the highest standards of product quality and safety.
• These improvements aim to guarantee operational excellence while delivering a better user experience.
• In addition, ELFBAR and LOST MARY are also deeply committed to corporate responsibility, integrating environmental, social, and governance considerations into business practices.
• We are now on our way bringing the used vape recycling program and our youth protection program to the UAE and the GCC.
