The Whirlpool/Cofarma partnership has just completed its first year. An anniversary recently celebrated by the Moroccan subsidiary of Whirlpool, in the presence of Mohammed Al Yassir, Regional Managing Director of Whirlpool Middle East & Africa and top management of Cofarma.
The Marjane hypermarket and the Electroplanet stores are indeed exclusive distributors of the Ariston brand. It was previously marketed on the national market under the name “Hotpoint Ariston”. Now she changes her name to “Ariston”.
It is also this last name that the brand uses throughout the region of the Middle East and Africa. Several models of washing machines and refrigerators were unveiled last week in Casablanca.
“The Moroccan market is very important. It is among the so-called big 8, including Turkey, Saudi Arabia, Egypt, Algeria, Nigeria and South Africa,” said Mohammed Al Yassir. Although 2018 was a difficult year, Whirlpool was able to achieve growth of around 5%.
“This year, we expect growth of 10%, because we are better prepared,” continues the management. To achieve this, all brands Whirlpool, Ariston, Indesit, Ignis ranges has been diversified. Similarly, the HR teams were expanded and the investment in advertising and events strengthened.
Mohammed Al Yassir said that the integration of this brand will allow Whirlpool to cover all segments of home appliances to meet the needs of the Moroccan consumer. “We position these brands by the price with a difference of 7 to 10% between each range,” says Al Yassir.
Founded in 1960 as the Italian manufacturer of household appliances, Ariston has acquired, over the years, a very solid reputation among European brands that operate in this sector. Acquired by the US group Whirlpool in 2014, this brand has become a leader in the Middle East and North Africa.
Ariston is a mid-range brand, located between Whirlpool and Indesit, while the Kitchen Aid brand is considered premium and selective.
Whirlpool is a world leader in home appliances. With an annual turnover of $ 21 billion, a global workforce of 92,000 employees and no less than 65 factories and research centers, the multinational holds not only the Whirlpool brand in its portfolio, but also Kitchen Aid, Ariston and Indesit in the Middle East and Africa.
Whirlpool employs 21,000 people in the EMEA region, with outlets in more than 30 countries, as well as operational plants in seven countries (including Morocco).