Casablanca – The Japanese company Makita, a global leader in portable power tools, is set to strengthen its presence in Africa with the establishment of a new logistics and operational base in Casablanca, Morocco. The move is part of a broader strategic shift by the company to diversify its markets and reduce reliance on Europe, where demand in the construction sector—the traditional backbone of its sales—has slowed in recent years.

According to industry reports, Makita plans to invest approximately 100 million yen in Casablanca to develop a comprehensive facility that will include a warehouse, a repair center, and a commercial hub. The logistics platform is expected to significantly shorten delivery times for professional equipment across Africa while improving after-sales service and operational efficiency.

Morocco was chosen after a thorough evaluation of its geographic location, logistics infrastructure, and industrial capabilities. The country’s modern ports, well-developed road networks, and central position on the African continent make it an attractive gateway for companies seeking to serve growing African markets. Makita has described Morocco as a “central hub” for its operations in Africa, enabling the company to meet the rising demand driven by rapid urbanization and large-scale construction projects in major African cities.

The company’s strategy reflects a broader trend among multinational firms to leverage Morocco as a platform for regional operations. Casablanca, as Morocco’s economic capital, offers an ecosystem where logistics, industrial activity, and business services converge. The city provides access to industrial zones, a skilled workforce, and a network of small and medium enterprises capable of meeting international standards, creating an environment conducive to sustainable investment.

Makita’s investment also aligns with its long-term global expansion plans. In parallel with its African ambitions, the company plans to increase its facilities in Brazil, including doubling the storage capacity of its São Paulo site by 2027. These moves aim to establish regional bases that can support the company’s operations in emerging markets while maintaining operational efficiency and service quality.

The decision to focus on Africa comes amid significant shifts in global demand. While European markets—long the mainstay of Makita’s revenues—have experienced slowdowns, key sectors in Africa such as construction, infrastructure, agriculture, and mining are showing sustained growth. For the fiscal year ending March 2025, Makita reported an 18% increase in revenue from the Middle East and Africa, in contrast to declining sales in North America for the second consecutive year. This performance illustrates the potential of African markets as a driver for future growth.

Experts note that the significance of Makita’s Casablanca investment extends beyond capital expenditure. Strategic industrial investments also bring job creation, skills development, transfer of production and quality standards, and stronger integration with local suppliers. These factors contribute to the development of Morocco’s industrial base while strengthening the operational capacity of the investing company. For Makita, success in Casablanca will depend on careful integration into the local ecosystem rather than establishing a standalone facility.

The announcement of Makita’s plans has been widely interpreted as a sign of confidence in Morocco’s industrial and logistical environment. By positioning itself in Casablanca, the company aims to benefit from the country’s proximity to both African and European markets, enabling it to respond effectively to demand fluctuations while maintaining high standards in distribution and service.

Overall, Makita’s investment reflects a strategic recalibration in response to global market changes. With a logistics hub in Casablanca and expansion plans in Brazil, the company is positioning itself to capitalize on growth opportunities in emerging markets, reduce exposure to cyclical downturns in developed regions, and reinforce its long-term global competitiveness. The Casablanca hub is expected to play a central role in Makita’s medium- and long-term expansion in Africa, serving as both a distribution center and a regional operational headquarters.

Makita’s choice of Morocco highlights the country’s growing appeal as a strategic industrial and logistics platform. The move underscores the potential for international companies to integrate with local ecosystems, create employment opportunities, and contribute to broader economic development while achieving operational and market growth objectives.