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19 June 2017

LafargeHolcim expands retail network in Middle East and Africa

First publishedon www.AggBusiness.com

LafargeHolcim is expanding its retail business for construction materials in the Middle East and north Africa under its Binastore banner. The global building materials giant already has a huge presence in the region with 500 stores of different sizes.

Binastore shops serve end-consumers, self-builders, masons and smaller contractors selling  LafargeHolcim products as well as other brands of construction materials. The stores offer credit services, technical support and access to architects and building designs. The objective of all these services is to facilitate the construction process and work with customers with professionalism and care, LafargeHolcim says.

The first stores operating under the Binastore brand are in Algeria, Cameroon, Iraq and Lebanon. Existing stores in the region will gradually be rebranded as Binastore while new stores will also open under this brand. The brand will extend its footprint to all the Middle East Africa countries in which LafargeHolcim operates.

The stores will form the network, from the smallest of 500sq ft to the largest of at 21,000sq ft, and will also include mobile stores in rural areas.

Saâd Sebbar, region head Middle East Africa, said: “Our vision is to build the largest retail network for construction materials in the Middle East Africa region so the Binastore brand becomes a household name for small and medium-size builders. Building on our success in Algeria, our goal is to deliver a range of building products, including our own, through multiple channels to meet the needs and lifestyle of our customers who are becoming more and more sophisticated.”

The Binastore network is part of LafargeHolcim’s long-term strategy of expanding its retail business in emerging markets, the company says. In April it the rollout of Disensa, a similar concept, in Latin America, where the goal is to have a network of around 1,000 stores operating by the end of 2017.

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