SAMHA Home Appliance, a subsidiary of the Cevital Group, has signed a strategic partnership with Haier, the global leader in home appliances. The agreement, concluded in Setif on July 9, 2024, establishes SAMHA as Haier’s official representative in Algeria and marks the launch of local production of a wide range of premium products within the Guedjel industrial complex in the Wilaya of Setif.
Following the successful integration of Brandt in 2014, this new partnership represents a major milestone for Algeria’s home appliance industry. SAMHA will locally manufacture refrigerators, washing machines, and televisions, and will progressively expand production to include dishwashers, air conditioners, cooking, and heating equipment.
Equipped with state-of-the-art technology and a production capacity of 5 million units per year, the Setif complex will boost the local integration rate while meeting international quality standards. Innovative products, such as air conditioners capable of operating in temperatures up to 68°C, will also be exported to Africa, the MENA region, and Europe.
This strategic partnership aims to energize the Algerian market, promote Made in Algeria, and position Algeria as an international reference in the home appliance sector.
