More than 1,600 Turkish companies operate in Algeria: economic cooperation is booming

"More than 1,600 Turkish companies are active in Algeria," said the official, adding that this dynamic reflects the strength of economic relations between the two countries. She also highlighted growing environmental awareness and the commitment to more sustainable products, emphasising that the presence of Turkish brands on the Algerian market reflects the "deepening of bilateral trade and industrial exchanges".

She added that cumulative Turkish investment in Algeria has exceeded $16.5 billion, stating that her main mission is to "contribute to the development of trade and economic relations between Algeria and Turkey, two close countries and partners". She also emphasised that the Beko brand is "a source of great pride for Turkey", having become, in just a few decades, a global brand, now number one in Europe and present in more than 140 countries. Algeria is now establishing itself as a real strategic anchor point for international groups seeking to optimise their supply chains and consolidate their growth drivers in North Africa and the Middle East.

In this context, the Turkish sales manager highlighted contemporary issues related to "environmental awareness" and the development of "sustainable products", emphasising the rise of a more responsible industrial offering. This dynamic accompanies the growing spread of Turkish brands on the Algerian market and reflects the "continuing deepening of trade between Algiers and Ankara". The household appliance sector is a telling example of this, particularly with Beko's announcement of launching a new dishwasher incorporating innovative technologies. In this context, she said she was convinced that this dynamic "will contribute to strengthening the economic environment, investment and development of the Algerian market".

Beko launches PowerIntense: the new generation of dishwashers arrives in Algeria

During this meeting, Beko, the European leader in household appliances, officially unveiled its innovation for dishwashers, PowerIntense, a new-generation cleaning technology offering improved performance, greater flexibility and optimised energy efficiency. Mohamed Makni, brand representative, welcomed the fact that "Beko has chosen the Algerian market to present its latest products, the first country in Africa and the Middle East to discover these new products".

For his part, Biolux CEO Slim Mesfar emphasised that the "international group had chosen Algeria, in the North Africa and Middle East region, as the first platform to launch its new product featuring exclusive dishwasher technology". He specified that the approach of the month of Ramadan, a period of high demand for this type of equipment, was an ideal opportunity to promote this innovation and strengthen exchanges with partners and distributors.

Algeria, as the leading market in Africa and the Middle East for Beko innovations

Speaking on the sidelines of the ceremony, the director of marketing and communications for the Biolux group, Mahdi Djaouadi, representing the Beko and Maxwell brands, emphasised that the Algerian household appliance market is one of the largest and most dynamic in Africa and the Arab world. He added that, in addition to the new range of Beko and Maxwell products, the company is also launching a new range of Maxwell appliances in Algeria. Beko and Maxwell emphasised that "the Algerian household appliance market is one of the largest and most dynamic in Africa and the Arab world, adding that Beko is now the leading international brand in the sector in Algeria". He also pointed out that "Algerian hands manufactured Beko products sold locally" and that the brand, the European leader in large household appliances, relies on a wide range of products renowned for their "durability" and "performance". According to him, the success is based above all on the reliability of the products, enabling the "brand to occupy leading positions in several segments, notably refrigerators and dishwashers". He added that the new PowerIntense technology, available in two models, incorporates a rotating arm five times more powerful than conventional systems, reflecting the group's confidence in the Algerian market.

Reflecting on Beko's presence in Algeria, Mete Kirkit, Head of Marketing and Product Management for the Middle East and Africa (MEA) region, said that "for more than 20 years, the brand has been offering Algerian consumers modern technologies tailored to their everyday needs, with the ambition of making the latest innovations accessible to households". He emphasised that the brand is already recognised for its innovative solutions in refrigerators, ovens and cookers, and that the new dishwasher technology is a major advance, with up to five times more cleaning efficiency. He believed that "launching in Algeria among the first countries in the region confirms the strategic importance of the national market." He also mentioned the approach of the holy month of Ramadan, reaffirming the brand's will to support Algerian households with practical and innovative solutions. For his part, the senior director of purchasing, supply chain and digital, also commercial director for the Middle East and Africa region, Cem Kural, welcomed the launch, saying it marks the "beginning of a successful season".

The event also celebrated the 23rd anniversary of Biolux, the company responsible for the production and marketing of Beko products in Algeria, highlighting its commitment to technological innovation, equipment quality and strengthening its industrial and commercial presence in the country. The meeting brought together partners, distributors and professionals from the sector to discuss the new solutions offered by Beko and the prospects for development of the Algerian household appliance market.

Present in more than 55 countries with 50,000 employees, Beko has numerous production sites in Europe, Asia, Africa and the Middle East. It owns or operates 22 brands and remains Europe's leading manufacturer of large household appliances, with a turnover of €10.6 billion in 2024.