Simo Deco Production

What Simo Deco Production does

Simo Deco Production (SIMODECO) is an Algerian furniture manufacturer and distributor headquartered in Sidi Rached, Tipaza province, specializing in KIT (flat-pack, ready-to-assemble) furniture sold to both consumers and businesses across Algeria. The product range centers on chairs across multiple styles (Tulipe, Triplette, Star/Scandinavian, Soltana, Simo, Scolaire, S-line, Rotana, Face), tables (notably Maziri Rectangulaire), and bundled ensemble/seasonal packs (Pack Amazone, Pack Plage, Pack Cesar). The catalog is organized both by product category (Chaises, Tables, Ensembles, Salons, Tabourets, Bureaux) and by sector use case (Hôtellerie et Restauration, Domestique, Administration et Éducation, Aménagement magasin), with hospitality flagged as the primary vertical.

Underlying technology is industrial rather than digital: a KIT assembly system that reduces shipping and storage cost, supplemented by an e-commerce platform on simodeco.dz (built with agency Dypix and hosted by HDispo) and a third-party 3D design/configuration tool (YFCAD) for customer visualization. The company maintains supporting social channels on Instagram, Facebook, TikTok, and YouTube, plus WhatsApp/Viber for post-sale engagement.

The business model is one-time unit sales in Algerian Dinar (DA) at retail prices ranging from 1,900 DA to 11,550 DA per chair and 8,200 DA per table, with no recurring revenue component. Distribution is multi-channel: DTC e-commerce, physical point-of-sale locations across Algeria, and a B2B dealer/reseller network (Devenir Revendeur, Devenir Area Manager). Named enterprise customers span hospitality (AZ Hotel, Atlantis Hotel, Holiday Inn, Hotel Ben Aouda), corporate (Coca-Cola, Djezzy, Hikma, City Center, Garden City), and education (British Campus, Frater Razes). Ownership, founding date, revenue, and headcount are not disclosed in available data; the company appears to operate privately and is headquartered in Algeria only, with no evidence of international expansion.

Name

Simo Deco Production

Legal name

SIMODECO

Website

https://dev.simodeco.dz

Company type

Private

Operating status

Operating

Headcount range

51–100 employees

Short description

Simo Deco Production is an Algerian KIT (flat-pack) furniture manufacturer and distributor based in Tipaza, selling chairs, tables, and ensemble packs to Algerian consumers and B2B customers across hospitality, education, retail, and residential verticals via DTC e-commerce, retail outlets, and a dealer network.

Ownership category

akta.pro rank

Headquarters

HQ city

Sidi Rached

HQ country

Algeria

HQ region

Africa

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales

Revenue model

1. Furniture Product Sales: Direct sales of KIT (flat-pack) furniture including chairs, tables, desks, and ensemble sets to consumers and businesses across Algeria. Products are sold at unit prices with no recurring revenue component.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Simo Deco manufactures and distributes KIT (flat-pack) furniture in Algeria, producing chairs, tables, ensembles and seasonal packs for residential, hospitality, education, and retail customers. Sales occur through the simodeco.dz e-commerce store, physical points of sale, and a B2B dealer/reseller network, with an online 3D conception tool supporting visualization and configuration.

Product overview

SIMODECO is a furniture manufacturing and distribution company based in Algeria (Tipaza) that specializes in kit furniture (furniture en KIT). The product portfolio centers on chairs across multiple styles (Tulip, Triplette, Star/Scandinavian, Soltana, Simo, Scolaire, S-line, Rotana, Face), tables (Maziri Rectangulaire), and bundled ensemble/pack offerings (Pack Amazone, Pack Plage, Pack Cesar). Products are organized by category (Chaises, Tables, Ensembles, Salons, Tabourets, Bureaux) and by sector use (Hôtellerie et Restauration, Domestique, Administration et Éducation, Aménagement magasin). The company operates an e-commerce platform for direct sales and maintains a 3D conception tool for design visualization.

Differentiator

Problem solved

Functional benefit

Products and services

• Chaise Tulipe (Chaise Tulip) Tulip-shaped flat-pack chair offered in multiple colors, sold as a standalone SKU on simodeco.dz from 5,000.00 DA.
• Chaise Triplette Tulipe Triple-pack tulip-style chair set sold as a single bundle at 8,500.00 DA for hospitality and residential buyers.
• Chaise Triplette Apollo Triple-pack Apollo-style chair set sold at 11,550.00 DA as a ready-to-assemble bulk unit.
• Chaise Triplette Agora Triple-pack Agora-style chair set sold at 11,000.00 DA as a flat-pack bulk unit for commercial and residential use.
• Chaise Star (Scandinave) Scandinavian-style flat-pack chair sold at 3,950.00 DA for residential and commercial settings.
• Chaise Soltana Multi-color flat-pack chair sold at 2,950.00 DA for residential and hospitality buyers.
• Chaise Simo Entry-level flat-pack chair in blue and red options, sold at 1,900.00 DA.
• Chaise Scolaire School chair designed for educational institutions, sold at 4,950.00 DA as a flat-pack unit.
• Chaise S-line S-line style flat-pack chair in blue colorway, starting at 1,900.00 DA.
• Chaise Rotana Rotana-style flat-pack chair in beige colorway, starting at 1,900.00 DA.
• Chaise Face Flat-pack chair offered in black and grey color options.
• Table Maziri Rectangulaire Rectangular flat-pack table in beige color, sold at 8,200.00 DA.
• Pack Amazone (Summer Beach Pack) Summer campaign furniture pack featuring beach/lounge furniture sold as a bundled ensemble.
• Pack Plage (Beach Terrace Pack) Beach terrace furniture collection sold as a bundled ensemble for hospitality and residential terraces.
• Pack Cesar (Terrace Pack) Terrace furniture collection sold as a bundled ensemble for residential and hospitality outdoor areas.
• 3D Conception Tool (Conception 3D) Online 3D design and visualization tool hosted at kd20.yfcad.com/login that allows customers to configure and preview custom furniture before purchase.
• Dealer / Reseller Program (Devenir Revendeur / Devenir Area Manager) B2B channel partnership program enabling resellers and area managers in Algeria to distribute Simo Deco furniture to local customers.

Named customers11 records

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Two partnerships are on record, tiered minor.

• DypixminorOthersWeb design and development agency responsible for the e-commerce platform design. Located at dypix.Com.
• HDispominorOthersWeb hosting provider for simodeco.dz e-commerce platform. Located at hdispo.Com.

Scale indicators1 record

Recent moves1 record

Expansion highlights4 records

Broad incumbents

• Wayfair: Largest online home goods and furniture retailer in North America with a deep catalog across seating, tables, and outdoor furniture. Comparable to Simo Deco in its reliance on an e-commerce storefront for discovery and purchase, though Wayfair is a marketplace-led platform without its own manufacturing.
• Article: Direct-to-consumer mid-market furniture brand with vertically integrated sourcing and a flat-pack delivery model. Comparable to Simo Deco on the model of using efficient flat-pack logistics to reach consumers and small businesses, though Article is a global DTC brand rather than a local manufacturer.
• Home24: European online furniture and home furnishings platform selling across multiple European markets. Comparable to Simo Deco's e-commerce-first model and broad household-furniture catalog, though Home24 is a pure retailer without the local manufacturing base.
• Maisons du Monde: European multi-channel furniture and home décor retailer operating showrooms and a large e-commerce platform with vertically segmented collections. Comparable to Simo Deco in its blend of own-brand design, multi-channel distribution, and lifestyle segmentation, though at materially larger scale and primarily Europe-focused.
• IKEA: Global flat-pack furniture leader founded on the same KIT/ready-to-assemble model Simo Deco uses. Both businesses target consumers and enterprises with cost-efficient, self-assembled furniture and operate omnichannel distribution, though IKEA is several orders of magnitude larger and globally diversified.
• Conforama: European mass-market furniture retailer with a strong focus on ready-to-assemble and flat-pack furniture, multi-channel showrooms, and value positioning. Comparable to Simo Deco on flat-pack format and value-segment positioning, though Conforama operates at European scale.

Regional players

• Kitea: Morocco's leading furniture and home furnishings retailer with its own manufacturing footprint and multi-channel distribution across showrooms and e-commerce. Kitea is the most directly comparable North African peer in scale, vertical segmentation, and product mix.
• Mobilia: Tunisian furniture retailer offering household and office furniture through showrooms and online channels. Closely comparable to Simo Deco in geography (Maghreb), customer mix (households and businesses), and product mix (chairs, tables, room sets) within a similarly sized North African market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@simodeco1941/videos
• Facebookfacebook.com/mobilierdecollectivite
• Instagraminstagram.com/simoodecoo
• TikToktiktok.com/@simodeco
• LinkedInlinkedin.com/company/simo-deco-production

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Simo Deco Production