Today, SAMHA, a subsidiary of the Cevital Group, signed a strategic partnership agreement with the globally renowned Chinese company Haier, which specializes in home appliances.
The agreement aims to transform the home appliance sector in Algeria, as well as in the Middle East, Africa, and other international markets.
Under this partnership, SAMHA will become the official representative of the Haier brand in Algeria and will produce a wide range of appliances at its industrial complex in Guedjal, Setif. These appliances will include refrigerators, freezers, washing machines, dryers, dishwashers, televisions, air conditioners, cooking appliances, and various types of water heaters and boilers, all bearing the prestigious Haier brand.
This collaboration is expected to increase the local integration rate and diversify SAMHA’s product range with high-quality appliances that meet international standards.
Following its first strategic partnership with the BRANDT Group in 2014, SAMHA Home Appliance is entering into a new strategic partnership with Haier. Through this partnership, both companies are committed to revitalizing the home appliance market and building a robust, modern industry in Algeria to enhance their expansion, growth, and international presence.
The agreement primarily aims to establish a top-tier local production infrastructure utilizing the latest technologies to provide premium products that meet specific consumer needs and adhere to international standards.
The close collaboration between SAMHA and Haier experts will also facilitate the development of new skills and continuous improvement of practices.
This partnership seeks to meet the demands of Algerian consumers who are looking for high-quality appliances with elegant designs and cutting-edge technology.
The General Manager of the Home Appliance Division, Ben Naji Tahar, emphasized that this agreement reflects SAMHA’s commitment to excellence in line with the state’s policy and the roadmap set by President Abdelmadjid Tebboune.
Lee Dabing, representing Haier, highlighted Algeria’s significant role in the African and European markets and acknowledged SAMHA’s leadership in the home appliance industry. He noted that this cooperation would enable the production and development of advanced industry and technologies.
strategic partnership agreement
