Roca buys its first company in the US

Roca Group, one of the world leaders in the design and manufacture of products for the bathroom space, has taken a new step in its penetration strategy in the United States.

Oliver Thansan
Oliver Thansan
31 March 2023 Friday 22:54
294 Reads
Roca buys its first company in the US

Roca Group, one of the world leaders in the design and manufacture of products for the bathroom space, has taken a new step in its penetration strategy in the United States. The company controlled by the Roca family has acquired the bathroom furniture company Madeli, based in Florida and with a network of 500 points of sale in the country.

The group has refused to make the amount of the operation public, arguing that it is subject to confidentiality clauses. Madeli is what is known as a niche brand, specialized in the premium segment of furniture and mirrors, with a turnover of around 13 million dollars a year.

The incorporation of Madeli is a great advance for the approach to the US market. Until now, Roca only had a commercial office and two warehouses in the country. Its position is expanded from now on with a design and manufacturing plant.

Its investment in North America had focused in recent years on Mexico, where it has two porcelain factories, in Monterey and Puebla, acquired in 2016, as well as a faucet marketing company.

Sources from the group led by Albert Magrans stressed that "it is a strategic movement due to the complementarity of Madeli's portfolio with its current catalog of products for the bathroom space, in a market where furniture is the decisive element that drives the purchase of the rest of the products in the bathroom.” In addition, they added, "the acquisition will allow the Spanish company to have 500 new points of sale in the US, with the will to continue with the growth of Madeli." The operation has been advised by Alantra.

The commercial entry into the US market has been accompanied by flagship projects in the field of architecture and interior design. These include bathrooms in premium apartments located in hotels, luxury apartments, and resorts in New York, Miami, Washington, and Atlanta.

With a turnover of more than 2,000 million euros, Roca is present in 170 countries, with 76 factories and more than 21,000 employees.

The group is the market leader in Europe, Latin America and India. In addition, it has a strong presence in Asia, the Middle East, Australia and Africa. "Thanks to this, it is a world leader in its activity," said company sources.