Transforming Algeria’s Home Appliance Landscape: CEVITAL’s SAMHA Home Appliance, China’s Haier Forge Strategic Partnership for Premium Product Expansion and Global Reach
✏️ BY: Dr. Hana Saada
Algiers, Algeria | July 9th, 2024 — SPA SAMHA Home Appliance, a subsidiary of CEVITAL Group, and Haier, a global leader in home appliances, have announced the signing of a strategic partnership contract. SAMHA Home Appliance, already associated with Brandt, will now officially represent the Haier brand in Algeria.
As a result of this alliance, which aims to “transform the landscape of home appliances in Algeria and the MEA region and other external markets,” according to SAMHA’s statement, production of a wide range of prestigious Haier products will commence at the Industrial Complex of Guedjel in Sétif.
SAMHA will manufacture refrigerators, freezers, washing machines, dryers, dishwashers, televisions, air conditioners, cookers, cooking trios, and various types of water heaters and boilers.
SAMHA promises “to increase local integration rates and diversify SAMHA’s product range with high-quality appliances that meet international standards, catering to both the Algerian market’s needs.”
The collaboration’s objective also includes targeting international markets, leveraging benefits from Algeria’s new Investment Law, its strategic geographical position in the region, bilateral and multilateral agreements (Association Agreements with the EU and AfCFTA), and privileges granted by public authorities to promote exports and Made in Algeria products.
According to Li Dapeng, CEO of Haier MEA, “Algeria’s home appliance market holds significant potential and represents a major opportunity for the Group.”
“This partnership aims to meet the expectations of Algerian customers seeking premium products with high-end design and cutting-edge technology,” added Samir BOULAICHE, CEO of SAMHA Home Appliance.
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