Stanley Black & Decker has formally announced its strategic partnership with Naija Home Automation (NHA) in a move aimed at expanding its market share in Nigeria’s home appliances and equipment sector.
The partnership was unveiled at the Black+Decker Dealers’ Conference 2025, held at the Lagos Continental Hotel, Victoria Island. The event brought together dealers and distributors from across the country.
Speaking at the conference, Umair Shahzad, Director of Commercial, Marketing, and Strategy for the Middle East and Africa at Stanley Black & Decker Inc., said, “As a part of our international expansion strategy, we are looking at Africa as the gateway of opportunities for us. We are setting some good foundations in East Africa, and we are now getting into West Africa as well.”
Shahzad stated that NHA was identified as the ideal distribution partner to help bring Black+Decker’s products closer to Nigerian consumers. He noted the company’s intention to increase its presence across Africa by building strong local partnerships.
“Our brands have been available, and we've been present, but at the same time, we've not been consistent. So, the idea is to partner with the right distributors and be available in terms of our product offerings to the market,” he added.
Shahzad also revealed that Stanley Black & Decker plans to introduce 29 new products in 2025, as part of its effort to sustain and grow its penetration into two million households annually.
“The Nigerian audience and Nigerian public can benefit from the latest technology and innovation we have under all of our brands and especially on Black & Decker home appliances,” he said.
Sunil Kumar, Group Director of VSN Group and Naija Home Automation, shared that the 14-month-old marketing firm has successfully placed Black+Decker products in over 200 stores across Nigeria. He reiterated their commitment to expanding the brand’s footprint.
“Most times, these global brands do not get into the Nigerian space because the distributors don't do their jobs. So, that's something which I've learned in this country, and I'm going to do that to make sure that Naija Home is a proper distributor to take on a global brand,” Kumar said.
Kumar further revealed plans to extend distribution to Nigeria’s eastern region by August 2025.
“We consolidated Lagos, then we moved to Ibadan, Benin, then Kano, Abuja, and from the 1st of August, we're going to be in Port Harcourt,” he said.
As part of the event, the company also recognised and rewarded top-performing in-store sales promoters from various retail outlets in Lagos.
The conference concluded with a vote of thanks delivered by Mr Shankar Govind, Business and Operations Head at Naija Home Automation Ltd.
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