Moroccan home appliance maker SIERA has expanded its factory in Aïn Harrouda with new production lines for refrigerators, freezers and Total No Frost fridge freezers, in a move the company says will help meet growing demand and support local manufacturing. The project represents an investment of 94 million dirhams and has created 133 direct jobs.
The expansion is part of Morocco’s wider effort to produce more goods locally and reduce dependence on imports.
Speaking at the inauguration, Mr Mezzour praised Moroccan companies for continuing to invest and develop local production.
He also pointed to the 70-year history of MANAR, the company behind the SIERA brand.
“The journey of MANAR reflects the evolution of the Kingdom and shows the ability of Moroccan manufacturers to build sustainable ecosystems that contribute to economic and social development,” he said.
Mr Mezzour said the company had managed to adapt in a market open to strong international competition. He said this had allowed SIERA to strengthen its position, continue modernising its production and create new export opportunities.
MANAR Managing Director Abdeljalil Lahlou described the launch as an important step in the company’s development.
He said MANAR had chosen to keep manufacturing and investing in Morocco despite growing competition from international brands.
Mr Lahlou said customers now expect better performance, lower energy consumption and more advanced technology.
He said these changing expectations are both a challenge and an opportunity for the company.
SIERA, which describes itself as the leading refrigerator brand by sales volume in Morocco, aims to combine affordable prices with innovation and technology.
The new production lines include more advanced manufacturing processes and are designed to improve the energy efficiency of the products. The company says this will help meet international standards and make Moroccan-made appliances more competitive.
The investment comes as Morocco continues to push a strategy aimed at replacing imported goods with products made locally.
Under the country’s Industrial Acceleration Plan, the government has identified projects that could replace around 34 billion dirhams worth of imports through local manufacturing. Home appliances are among the sectors being targeted.
Morocco has long faced a trade deficit, with consumer electronics and household equipment accounting for a large share of imports. Officials see local production as a way to reduce import costs and strengthen the country’s industrial base.
The focus on energy-efficient appliances also fits into Morocco’s wider energy strategy, which aims for renewable energy to provide 52% of the country’s electricity mix by 2030.
The local appliance market is highly competitive, with international brands such as Beko, Midea and Haier competing alongside Moroccan manufacturers.
Industry experts say companies like SIERA benefit from strong distribution networks across both cities and rural areas. Upgrading products to Total No Frost standards could also help open doors to export markets in Europe and Africa.
MANAR operates an 11-hectare industrial site in Aïn Harrouda and employs 728 people. Through a distribution network covering the whole country, SIERA sells more than 50 appliance models and remains one of Morocco’s biggest home appliance manufacturers.
