Spanish Roca Group pledges €70 million to build new factory in Kazakhstan.
Roca Group Expands Footprint with New Kazakhstan Production Sites
Strategic Expansion into Central Asia
Prominent bathroom hardware manufacturer Roca Group has announced a major investment in production facilities across Kazakhstan, signaling its intent to deepen the company’s presence in Central Asia.
- Investment Scope: The company plans to establish multiple manufacturing hubs that will cater to the growing demand for bathroom fixtures in the region.
- Timeline: Construction is slated to begin in the coming months, with operations expected to launch by late 2026.
- Economic Impact: Projected to create hundreds of direct jobs and support local suppliers.
CEO Insights on the Move
In a one‑to‑one interview with Euronews, Roca’s chief executive shed light on the rationale behind this strategic decision:
“Central Asia presents an untapped market for cost‑effective, high‑quality bathroom solutions. By establishing local production, we not only reduce logistics costs but also align with regional sustainability goals,” the CEO said.
“Our investment will reinforce supply chains, stimulate local innovation, and ensure that our products remain competitive in a rapidly evolving market.”
Future Outlook
With its new facilities, Roca anticipates expanding its product range to include eco‑friendly and smart bathroom accessories designed for Kazakhstan and neighboring countries.
Roca Group to Invest €70 Million in Kazakhstan Industrial Park
Spanish bathroom goods specialist Roca Group, a global leader in design, production and distribution of bathroom solutions, announced plans to expand its footprint in Central Asia by channeling €70 million into a new manufacturing hub in Kazakhstan.
Project Overview
- Location: Kyzylorda, a strategic city in southern Kazakhstan.
- The Scope: Construction of a comprehensive industrial park comprising multiple production units, including a dedicated factory.
- Timeline: Projected to span between 18 and 24 months from groundbreaking to full operational status.
Production Capabilities
Within the park, Roca will operate:
- A furniture assembly plant designed for modular bathroom furnishings.
- An installation system unit to streamline installation processes.
- A shower and bath tile factory focusing on acrylic and composite tiles.
The aim is to deliver complete, ready‑to‑install bathroom solutions directly to the local market.
Economic Impact
- Investment Amount: €70 million.
- Job Creation: Approximately 300 new positions will be generated once the park becomes operational.
Roca CEO Albert Magrans confirmed the decision during an exclusive interview with Euronews, emphasizing the company’s commitment to growth in the region and the transformative potential of the new park for Kazakhstan’s manufacturing sector.
Roca Group’s New Chapter in Kazakhstan
During a recent interview with Euronews, Albert Magrans, chief executive officer of the Roca Group, explained the strategic vision behind launching a production facility in Kazakhstan and its broader impact on the company’s global footprint.
Choosing Kazakhstan as a Growth Catalyst
Market Analysis: The decision stemmed from identifying regions where potential growth remained untapped. While Roca had historically entered Kazakhstan through exports, the company recognised a unique opportunity to establish a direct manufacturing presence.
Regional Hub Potential: By situating the factory in Kazakhstan, the Group could create a logistics hub serving all Central Asian nations, thus expanding market reach beyond its traditional areas.
Demand Outlook: Forecasts projected a sharp rise in Kazakhstan’s demand for sanitary products, aligning perfectly with Roca’s long‑term revenue objectives.
Strategic Material Access
Quarry proximity is crucial for the Group’s flagship ceramic line. Roca needs clay, feldspar, and cinder‑based raw materials that must be sourced efficiently.
Choosing the Kyzylorda region provided:
- Direct access to essential minerals
- Robust transport and road infrastructure connecting to major cities
- A skilled local workforce ready for engineering and testing roles
Championing Sustainability
Roca’s commitment to environmental stewardship reached a milestone in January when the company earned the EcoVadis Platinum rating—an accolade awarded to only 1% of 150,000 audited businesses worldwide.
Key sustainability features of the new plant include:
- Zero‑Waste Operations: Utilisation of cutting‑edge equipment that recycles water and other inputs, achieving a net‑zero footprint.
- Solar Energy Utilisation: The rooftop will house photovoltaic panels, turning electricity generation into a green asset.
- Supply‑Chain Transformation: The Group will embed eco‑friendly practices throughout the entire supply chain.
Implications for Spanish Companies
Magrans stated that the Kazakhstan venture could serve as a gateway for other Spanish firms. The Group’s success demonstrates a viable business model that could attract competitive Spanish players looking to tap into the Central Asian market.
Strategic Positioning vs. Relocation
Although the Group ceased production in Russia in 2022, the new Kazakhstani plant represents a distinct new venture rather than a relocation. It serves as Roca’s strategic expansion into a region where the company has historically had limited physical presence.
Future Roadmap to China
While China remains an established market for Roca, the Group acknowledges that its Chinese operations are predominantly localized. The Central Asian plant may indirectly enhance market entry into China by providing a foothold in key supply regions.
Global Growth Vision
Albert Magrans encapsulated Roca’s overall growth strategy: “We aim to build sustainable, advanced manufacturing hubs wherever demand is rising, ensuring the company’s expansion aligns with environmental responsibility and market dynamics.”
Additional Resources
For further context on regional development choices and sustainability accolades, interested readers may explore Roca’s published white papers and press releases.
