SIERA officially inaugurated new production lines for freezers, refrigerators, and combined refrigerator-freezer units equipped with Total No Frost technology on June 10, 2026, marking a new milestone in the company’s industrial development and in Morocco’s domestic home appliance manufacturing sector.
The inauguration ceremony was attended by an official delegation led by Ryad Mezzour, Morocco’s Minister of Industry and Trade. The project forms part of the industrial modernization program implemented by MANAR, owner of the SIERA brand, under an investment agreement signed with the Ministry of Industry and Trade.
The investment, valued at MAD 94 million, has strengthened the company’s production capacity, created 133 direct jobs, and enabled the integration of advanced technologies aimed at improving energy efficiency and product quality.
Speaking on the occasion, Ryad Mezzour stated that the project aligns with Morocco’s strategy to strengthen industrial sovereignty and promote the “Made in Morocco” label, highlighting the ability of Moroccan companies to invest, innovate, and expand domestic manufacturing.
Abdeljalil Lahlou, Chairman and CEO of MANAR, said the investment represents a new phase in the company’s modernization strategy by enhancing production capabilities and adopting technologies that meet international standards and evolving consumer expectations.
Based in Aïn Harrouda, MANAR operates an industrial site covering 11 hectares and employs approximately 728 people. The company manufactures and markets a wide range of home appliances under the SIERA brand for both Moroccan and African markets.
The launch of these new production lines reflects SIERA’s continued commitment to supporting Morocco’s industrial development and strengthening the competitiveness of locally manufactured products in regional and international markets.