The major French brand of sporting and leisure items, Decathlon, announced on February 19, 2021, that it will produce its items in Algeria. For this, it has signed a cooperation agreement with the Algerian-Turkish company Tayal. Manufacturing, which will begin in 2023, will be carried out under the slogan “Made in blady by Decathlon & Tayal”.
The agreement between Decathlon and the Algerian-Turkish company Tayal
This collaboration is the result of a partnership between the Turkish group Tay and the Algerian public companies C&H, Texal, and Madar. The latter notably owns a textile factory in Sidi Khettab, in the wilaya of Relizane.
An entire unit of this factory will be dedicated to the design and production of Decathlon fabrics. According to Decathlon Al Djazaïr, the two partners will produce sportswear for African countries.
Restrictive measures for imports of products
For some time now, the French brand Décathlon has encountered certain problems related to measures restricting imports of products. In wanting to safeguard its foreign exchange reserves, Algeria has therefore sought to push these brands to invest in local production. This is how Decathlon was able to open many stores in the biggest cities of the country.
A growing interest in French brands for local investment
The Decathlon project perfectly illustrates the rapprochement between French brands and the Algerian industry. If some international companies still encounter difficulties in setting up in the territory, the majority are more and more interested in it.
The prospects for diversification of the Algerian economy, as well as the competence and expertise of Algerian entrepreneurs then enabled Decathlon to establish itself in the country.
A good opportunity for the development of the national industry
This collaboration is therefore an excellent initiative for the development of the Algerian industry. It offers French brands the opportunity to partner with local companies, and the whole of Algeria, the opportunity to create jobs, promote trade and facilitate innovation.
Although the implementation of the articles will take place in 2023, the signing ceremony of this cooperation agreement is good news for Algeria.
