Eczacıbaşı Consumer Products: Four Steps to Success in Morocco

With a legacy spanning over 80 years, the Eczacıbaşı Group is a major player in global markets. Our commitment to international expansion is underscored by our consecutive Turkish export championships and strong market presence in key international markets. Boasting a turnover of €2 billion and a workforce of 13,250, we are one of the prominent industrial groups in Türkiye’s economy. While we proudly maintain a robust local footprint, half of our revenue is generated internationally, with Morocco emerging as a key focus area.

Eczacıbaşı Consumer Products, home to our leading tissue paper brands, has expanded its international presence by entering the Moroccan market. Since we started exporting to Morocco in 2014, Eczacıbaşı Consumer Products has further demonstrated its commitment to the region with the acquisition of Jeesr Industries, Morocco’s leading tissue paper manufacturer. Here’s a closer look at our journey in Morocco.

Since introducing tissue paper to Türkiye in 1971, Eczacıbaşı Consumer Products has become a household name, with brands like Selpak, Solo, Uni Baby, and Selin found in 8 out of 10 homes across the country. Bolstered by 19 brands, 4 production facilities, and a workforce of 2,000 employees, the company now extends its reach to more than 60 countries worldwide.

Eczacıbaşı Consumer Products recognized the potential of the Moroccan market in 2014, when it began exporting there on a small scale. By 2018, Morocco had become one of our top five export destinations. Four years later, a decision was made to establish a factory in Morocco, and the converting plant was inaugurated in 2022. This facility was a significant development as it was the first production plant of the Eczacıbaşı Group on the African continent. With a €25 million investment, Eczacıbaşı Consumer Products became the only international tissue company producing in Morocco.

Understanding the evolving needs of Moroccan consumers for innovative and premium products, Eczacıbaşı Consumer Products strategically expanded its footprint, achieving premium market leadership with Selpak. In 2023, we initiated the acquisition of Jeesr Industries, Morocco’s leading tissue paper manufacturer. After 1.5 years of thorough preparation, this acquisition was completed in June 2024, representing a transformative step in our journey in Morocco.

Jeesr Industries employs over 300 people and features some of the most recognized brands in the Moroccan market, including Pandoo, Dalaa by Wooly, and Sany. As Morocco’s leading tissue paper manufacturer, Jeesr Industries has a production capacity of 30,000 tons. Four years after establishing its converting plant in Morocco as part of its regional expansion strategy, Eczacıbaşı Consumer Products acquired Jeesr Industries, the largest producer in the market. This acquisition not only expands our brand portfolio in Morocco but also integrates vertical production capabilities by incorporating Jeesr's paper manufacturing. This strategic move is crucial to our goal of becoming a leading FMCG company in the region.

Bülent Eczacıbaşı, Chair of Eczacıbaşı Holding, recently shared his insights on the investment with Eczacıbaşı Life. He expressed confidence in the Moroccan market, viewing the investment as a strategic entry point for other brands within the Group. “The acquisition of Jeesr Industries underscores our strong commitment to the Moroccan economy,” he stated. “We are encouraged by the growth of our tissue paper business in the region and are exploring further investment and acquisition opportunities across other business lines in Morocco.”

Bülent Kozlu, CEO of Eczacıbaşı Consumer Products, outlined the company’s objectives for the recent acquisition: “The Moroccan market is pivotal to our international expansion plans, standing out as one of the most promising regions in Africa and the Middle East. The increasing demand among Moroccan consumers for innovative, high-quality products, as demonstrated by the strong interest in Selpak's three-ply tissue paper, underscores this opportunity. By acquiring Jeesr Industries, a leader in Morocco’s tissue market, we are not only broadening our brand portfolio but also advancing our vertical integration. Without a doubt, this is a critical step on our path to becoming the leading company in our business field across the region.”