Econostrum | Economic News in the Mediterranean

Seb moves closer to Preciber to carve out a place for itself in Morocco

Written by Eric Apim on Tuesday, December 21st 2021 à 15:50 | Read 564 times

Preciber markets under the brand Express several types of casseroles and pans (photo: Precima)
Preciber markets under the brand Express several types of casseroles and pans (photo: Precima)
MOROCCO / FRANCE. The French household appliance group Seb (€6.94 billion in sales in 2020 and 33,000 employees) announced on Tuesday 21 December 2021 that it was joining forces with the Moroccan family company Precibar. The two entities will create a joint venture, Groupe Seb Maroc, 55% controlled by Seb.

"Relying on a strong local partner such as Precibar will enable the Seb group to accelerate the development of its sales in Morocco and to make the most of the strong potential of this market," states a press release from the group based in Écully, near Lyon, since 1976.

Founded in 1971 and owned by Mohammed Berrada and Precima, Precibar manufactures and distributes cooking items under the Express brand (pressure cookers, couscous cookers, casseroles, frying pans, etc.) as well as gas items under the Precigaz brand (gas stoves, gas lamps, etc.). It is the exclusive representative of Bosch in the country for the thermotechnical sector and also markets water heaters (electric, solar and gas) and gas boilers, all under the Junkers brand. Precima has a 14,000 m² factory in the Ain Sebâa district of Casablanca.


​A precedent in Egypt with Zahran

According to the agreement signed, the new joint venture will import and distribute exclusively the products (small household appliances and cookware) of the Seb group in Morocco. This means thirty-one brands including Calor, Tefal, Seb, Rowenta, Moulinex, Krups, Lagostina.... It will also manage the marketing of Express pressure cookers in modern distribution.

In 2018, Seb had already proceeded with the same strategy by creating a joint venture, Groupe Seb Egypt Zahran in Egypt through a partnership with the Egyptian Zahran family (45% of the shares and 55% for Seb). It has a factory in Borg El Arab to manufacture small household appliances and cookware.

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