Furniture: made in Morocco is on the rise

Furniture: made in Morocco is on the rise

In the current context marked by the scarcity of several raw materials, the instability of supplies and the rise in the price of international transport, it is becoming wiser and above all more manageable to source locally, especially since this allows a better control of costs and deadlines. In the furniture manufacturing industry, this situation is an opportunity to reshuffle the cards.

The crisis opens a boulevard for Moroccan furniture manufacturers, who are rubbing their hands. Indeed, the rise in international transport prices, the scarcity of inputs and their volatility are driving up the prices of imported furniture. In our edition n°2970 of Wednesday, November 10, 2021, we explained that in the face of strong demand on the world market, in a context of economic recovery, wood prices exploded to reach a 60% increase in Morocco.

Following the publication, by the HCP, of the industrial production index for the furniture manufacturing sector, we see that it rose by 5% in the first quarter. This reflects an increase in production volumes.

Contacted by Les Inspirations ECO, Samir Bennis, general manager of Trarem, one of the pioneers in the development and layout of professional environments in Morocco, explains this increase in production.

“It is in fact the result of two major elements. The first is cyclical and is due to the rise in international transport prices coupled with the scarcity and volatility of inputs which make it more profitable and above all more manageable to produce locally for better control of costs and deadlines.

The second is that we favor, more and more, as a Nation and Citizens, the “Made in Morocco” because today we have material capital (technology and financial means) and immaterial capital (expertise and human skills) to be as competitive as countries such as Turkey, Portugal or Spain”.

In furniture manufacturing, production volumes have been recovering since the 2nd quarter 2021!
With a production index of 74.5 in the second quarter of 2021, 85.8 in the third quarter, exceeding by 0.2 points that of 2019, a year without Covid, and a confirmed recovery in the fourth quarter with an industrial production index (IPI ) of 110, exceeding that of 2019 for a second time by 6 points, the observation is clear: the recovery is well underway among Moroccan furniture manufacturers.

Production volumes in the furniture manufacturing industry have been recovering for quite some time. Furthermore, the analysis of industrial production indices (see graph) reveals the seasonal nature of this industry. Indeed, the seasonality of recipes depends on the type of products sold.

Thus, sales of living rooms are greater in autumn-winter, while those of garden furniture are concentrated in spring and summer.

In the era where the made in Morocco is in order, how to accelerate the developmentyou internationally ?
Taking advantage of the current situation is one thing. But staying on the market for the long term and boosting exports is another. In the current context where Made in Morocco furniture is on the rise, one of the challenges is to move upmarket. To do this, we will have to invest massively in R&D. The challenge is to further develop businesses and offer customers ever more innovative products.

“For our industry, design, with its approach and its tools, is an opportunity to significantly and sustainably increase company performance. Moroccan brands and industries must therefore adopt design and industrial design in a concrete and long-term way”, underlines Bennis.

Speaking of industrial design, Trarem is resolutely embarking on it. On the occasion of its 65th anniversary, the company created in 1957 has done a double blow. It thus becomes the first industrial brand in Morocco, and one of the few in the Mena Region and in Africa to embark on industrial design through the creation of a dedicated department, supervised by Hicham Lahlou, but also the first Moroccan company to become member of the prestigious World Design Organization which will also celebrate its 65th anniversary this year.

Indeed, in the era where the made in Morocco is in order, the way is clear for Moroccan brands to rethink their business strategy, accelerate their transformation, identify new value creation opportunities in order to meet the challenges from the future.

“Making a transformation to be even more agile, more resilient and more efficient has been our priority for three years. It is also the way to better meet customer expectations by providing them with a differentiating response with Moroccan solutions. All the more so in this period characterized by supply instability,” argues the leader.

Modeste Kouamé / ECO Inspirations

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