Procim to operate under the Binastore banner

Procim, the distribution network of LafargeHolcim Cote d'Ivoire, will now operate under the Binastore brand, the parent company’s specialised retail network for construction materials in the Middle East and Africa.

The company said in a statement yesterday that the new sign will be deployed progressively from mid-July to the end of August 2017 across Procim's sales network.

Serving the needs of end-consumers, self-builders, masons and smaller contractors, Binastore shops sell a broad range of LafargeHolcim’s own products and solutions as well as a variety of other construction materials from partner suppliers.

The brand is extending its footprint to all the Middle East and African countries in which LafargeHolcim operates. LafargeHolcim Guinée (Guinea) and Cimencam (Cameroon) deployed the Binastore brand three months ago. In west Africa Binastore will have 150 outlets by the end of 2017 with a target of 300 outlets by 2019.

LafargeHolcim Côte d'Ivoire, a subsidiary of LafargeHolcim Maroc Afrique, is the only cement plant Côte d'Ivoire with quality, safety and environment certification. As a producer of Aries Cement, the company also offers a customer support and quality control service through its cement applications laboratory.