Conquering Morocco: Valencian Furniture and Home Furnishings seek new opportunities with IVACE and ANIEME

 

The Ivace+i International , an agency under the Ministry of Innovation, Industry, Trade and Tourism, together with the National Association of Furniture Manufacturers and Exporters of Spain (ANIEME) , held a fruitful business meeting in Morocco that underscores the growth potential of the Spanish furniture and home furnishings sector in the African market.

 

The Director General of Entrepreneurship and Internationalization, Ester Olivas , highlighted at the opening that the action focuses on the contract channel , a segment “especially suitable to show the strengths of our companies since it encompasses all those sectors in which the Valencian Community is an undisputed leader and allows us to access large comprehensive equipment projects”.

 

The event, which was a resounding success in terms of attendance, brought together a total of 14 Spanish companies (seven from the Valencian Community, organized by Ivace+i, and seven from other regions, under the umbrella of ANIEME).

 

 

The forum was attended by 150 Moroccan specifiers, including decorators, designers, and architecture firms.

 

 

Strategy and format of the meeting

 

The forum was structured around two components: firstly, a customized schedule of B2B meetings held at the headquarters of Moroccan companies, thanks to the efforts of the Ivace+i International office in Morocco. Secondly, a networking event was held at the Onomo Casablanca City Center Hotel, facilitating direct contact with key influencers and importers.

 

Olivas highlighted the capacity of Valencian companies to participate in large-scale global projects. He emphasized that “prestigious hotel chains, establishments, and transport infrastructure from around the world have placed their trust in companies from the Valencian Community .” The primary objective, he explained, is “to promote the furniture and home furnishings sector in a market that will experience significant growth in the coming years and to bring these business opportunities closer to our companies . ”

 

Among the participating companies from the Valencian Community were firms such as Gandia Blasco, SA; Garcia Requejo Contract, SL; Relojes Soher, SA; or Panespol Systems SL , among others.

 

Morocco: a strategic and growing destination

 

The choice of Morocco is no coincidence. The country is consolidating its position as the main destination for Valencian exports in Africa , absorbing 49% of total sales to North Africa. It is also the seventh largest market for furniture exports from the Valencian Community.

 

Its geographical proximity , relative economic stability, and growing demand for home furnishings make it a strategic market. This access is facilitated by trade agreements between the European Union and Morocco, infrastructure development, and the growth of the middle class.

 

The current major opportunity lies in the country's ambitious modernization plan as co-host of the 2030 World Cup alongside Spain and Portugal. Morocco is immersed in a comprehensive strategy that includes the construction and renovation of stadiums , as well as substantial improvements to transport networks, airports, and urban development in numerous cities, opening a unique business opportunity for the contract sector.