On October 23 local time, Haier Smart Home and Algeria’s home appliance giant Cevital Group officially signed a strategic cooperation agreement at the International Conference Center in Algiers.
The partnership marks a deepening and expansion of the relationship established in July, when Haier began cooperating with SAMHA, a Cevital subsidiary. The agreement is expected to inject fresh momentum into Haier’s localization strategy in Algeria and the broader Middle East and Africa (MEA) region.
Cevital Group’s businesses span agriculture, food, home appliances, and energy. It not only owns well-known appliance brands such as Brandt, but also boasts a strong manufacturing foundation, an extensive distribution network, and significant local influence.
Under the agreement, the two companies will integrate their strengths in R&D, manufacturing, and marketing to advance local production and build a supply-chain hub serving the MEA region—and potentially markets worldwide. The partnership will also bring a wide range of home appliance products and smart home solutions to local consumers, supporting industrial upgrading and improving household living standards.