Trarem teams up with Hicham Lahlou for a double hit

Trarem teams up with Hicham Lahlou for a double hit

Trarem, one of the pioneers in the development and layout of professional environments in Morocco, has just embarked on industrial and strategic design.

To continue its momentum to accelerate its international development, particularly on the African market, the company has announced a partnership with the designer and interior architect Hicham Lahlou which opens up new horizons for it, indicates a press release from Trarem.

If this personality from the world of interior architecture and design with an international aura is no longer to be presented, it is undoubtedly useful to remember that Hicham Lahlou contributed to the development of industrial design in our country, continues the same source.

“This partnership is for me the way to give a new dynamic to the sector. Trarem, as a Moroccan company that understood the importance and strength of industrial and strategic design, was an obvious choice in this direction. Beautiful things are preparing so see you very soon! “says Lahlou, quoted in the press release.

“This collaboration with Hicham is in line with our development and our desire to offer our customers ever more innovative products. I am convinced of the idea of ​​Thomas J Watson Jr, Good Design is Good Business,” says Samir Bennis, Managing Director of Trarem.

On the occasion of its 65th anniversary, Trarem is doing 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 (WDO) which will also celebrate its 65th anniversary this year.

Since 1957, Trarem has been one of the pioneers in the development and layout of professional environments in Morocco. A 100% Moroccan industrial flagship, Trarem offers its customers an integrated offer thanks to global layout and furniture solutions. Over time, Trarem’s management teams have demonstrated realism and agility in addressing the many challenges inherent in the sector, the statement said. Historical partner of renowned international brands such as the icon brand of global design Herman Miller, or Interstuhl, the company quickly distinguished itself by its customer-centric service approach, its quality management and its R&D orientation.

The arrival at the head of the company of a new management generation made it possible to operate a major turning point 3 years ago with an industrial upgrade through the integration of production in order to offer Moroccan solutions to international standards. Trarem enters the era of Made in Morocco design In an era where made in Morocco is the order of the day, the path was clear for rethinking corporate strategy, accelerating its transformation, identifying new value creation opportunities in order to to meet the challenges of the future.

Trarem has thus demonstrated industrial resilience and launched a strategy of competitive differentiation around 5 axes for 3 years, namely industrial upgrading which has enabled an undeniable qualitative leap, with a completely transformed industrial park of 12,000 m2, equipped by renowned players Amada and Salvagnini, Homag, Gema and Eurotherm and the overhaul of the supply chain to be more agile by offering our customers and partners very advantageous turnaround times. It also involves the commercial reorganization with the establishment of 4 Business Units: banking-insurance-telecom, service centers, education and health with a view to aligning with the sectoral strategies of the Kingdom, the increase in skills through the implementation of a training and support program for employees without forgetting the rapprochement with the Office for Professional Training and Labor Promotion (OFPPT) for the launch of a job training plan and thus ensure the notes as well as the alignment of its communication with the launch of a new website: ” and a communication policy based on “Always On”.

“Making a transformation to be even more agile, more resilient and more efficient has been our priority for 3 years. It is also the way to better meet customer expectations by providing them with a different response with Moroccan solutions. All the more so in this period of supply instability,” says Bennis.

Born on February 6, 1973 in Rabat, Hicham Lahlou graduated as an Interior Architect and Designer from the prestigious Charpentier Academy in Paris in June 1995. Knight of the Order of Arts and Letters of the French Republic since 2016, he is named ” Special Envoy” and “Advisor” of President David Kusuma of the World Design Organization for the Mena and Africa Regions as well as Regional Advisor.

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