This article was automatically translated from HIBAPRESS, the Arabic version:
This article was automatically translated from Hibapress, the Arabic version:
Heba Press
The “Africa Corporation”, which is supervised by Saad Barrada, the main shareholder of the group, works in multiple areas of Morocco and Africa, and includes industry and distribution, agriculture, mining and education.
The group refers to its strategic acquisition in January 2025 and celebrates the signing of an investment agreement worth $ 55 million in the presence of the Ministries of Industry and Trade in Morocco and the United Arab Emirates.
This agreement was concluded in partnership with the Holding Al -Hazim group, which contributes to the minority in “Integrate International”.
This cooperation aims to create a pioneering entity in the mattress and sleep products, based on the power of development of the company “International State”, which is active in 12 countries, including Nigeria where it manages 4 factories, and the old industrial experience of “Inclukil”.
The agreement plans to increase production capacity, expand markets and speed up innovation in sleep technology and lasting ranks.
Saad Barrada Al -Sunni, president of the “African calf”, said: “This strategic partnership between the” AfricaBubre coalition “and” Increw “is our vision of improving industrial integration between Africa and the Middle East.
Consequently, the acquisition agreement for these new factories in the Emirates and in Saudi Arabia represents a decisive step towards the creation of a regional pioneer player in the manufacture of the family and the sleeping mattresses. We are convinced that innovation, sustainability and industrial excellence are the basic pillars of this partnership, which will benefit consumers and economies in both countries.
A strategic partnership for integrated regional development
The “Friccorp Coalition” emphasizes his position as a major actor in African industrial development, with his recording for a strong presence in several strategic sectors.
Thanks to “the international state”, the group today strengthens its presence in the Middle East region thanks to its partnership with “Includes it”, a factory famous for its experience and its commitment to quality “Made in the Emirate ”.
This strategic partnership opens up new horizons in the Kingdom of Saudi Arabia, which witnesses major transformations carried out by ambitious projects such as the future city of “Neum”, which aims to become a world center for innovation and sustainable development .
The 2030 Expo in Riyadh and the FIFA World Cup 2034 will also strengthen the dynamics and investment in infrastructure and the hotel sector, which offers great opportunities to “Dollars” and “England” companies.
Thanks to this alliance, the “Africabreb coalition” presents itself as a major active destination to support these major transformations, providing its experience and innovative solutions that meet the needs of the fast market.
This partnership depends on an ambitious and integrated strategy, based on five main axes aimed at improving the position of the new entity as a pioneer on the regional market.
Expansion of productive capacities
Expansion of productive capacities is the main axis of this partnership. Huge investments will be implemented to increase production capacity and update the Ras Al Khaimah (RAK) factory in the Emirates. Factory production in Saudi Arabia will also be increased by 50%, in addition to establishing a new manufacturing unit for the production of artificial sponges, mattresses and furniture.
This expansion includes the development of the wooden furniture sector through a specialized factory that meets the needs of the hotel sector.
Commercial growth and regional expansion
To consolidate its presence on the main markets of the Middle East region and Africa, the group plans to open 20 new stores for “Inclollow” in strategic countries that include water, Saudi Arabia, the Iraq, Kuwait, Bahrain, Qatar and Egypt.
This expansion will be supported by the development of intelligent exhibition rooms based on artificial intelligence technologies (AI) and virtual reality (VR) to offer an interactive and dedicated interactive purchasing experience.
Innovation and technological leadership
This partnership places innovation at the heart of its strategy, thanks to investments in research and development (R&D).
The program focuses on the development of intelligent solutions based on artificial intelligence, the production of smart mattresses equipped with connected sensors and the improvement of electronic commerce and digital marketing channels to attract new customers.
Membership of sustainability
Sustainability is a major priority, because solar energy production sites will be created for United Arab water and Emirates, Saudi Arabia, in addition to production of recyclable ranks of 100%.
Cooperation will also be with university establishments to develop sustainable industrial sponge technologies.
Brand promotion
The image of the group will be reinforced and the brand “Simons” will be distributed in the Middle East and Africa, while highlighting this partnership as a Moroccan-Emirati strategic alliance supported by the Ministries of Industry in both country.
A strong reference to economic relations between Morocco and the United Arab Emirates
This partnership reflects the consolidation of economic relations between Morocco and the United Arab Emirates, by strengthening sustainable industrial and commercial synergy.
With a total investment of $ 55 million, this alliance aims to make a change in the market for sleep and luxury ranks in the Middle East and Africa, combining innovation, sustainable development and operational excellence.
For “Include-the”, which this year celebrates the fifty anniversary of its foundation, this partnership represents a strategic opportunity to accelerate its growth and diversify its markets.
As a pioneer in the production of sponge, mattress and furniture, “included” has a strong reputation thanks to its exclusive licenses with luxury brands, Simmons, Beautyrest, Intercoil and Therapedic, which it represents and produced during more than a decade.
For its part, the international of its international expansion, after its acquisition in 2021, continued in “Mocha”, the main company of Nigeria in this sector, which strengthened its management at the African level. This new investment in the United Arab Emirates represents a decisive step in its ambition to become a major player in the sleep products market in Africa and the Middle East.
