In a strategic move aimed at bolstering its presence in Nigeria and West Africa, global tools and home appliances manufacturer Stanley Black & Decker has announced a partnership with Naija Home Automation (NHA). The announcement was made during the company’s 2025 Black + Decker Dealers’ Conference held in Lagos, which brought together dealers and distributors from across the country.
This partnership marks a significant step in Stanley Black & Decker’s effort to establish a consistent and visible footprint in the African market, especially in Nigeria where demand for durable home solutions and equipment is steadily rising.
“Africa Is a Gateway”: Stanley Black & Decker’s Vision for the Continent
Speaking at the conference, Umair Shahzad, Director of Commercial, Marketing and Strategy for the Middle East and Africa at Stanley Black & Decker Inc., emphasized the importance of the African market in the company’s global expansion plans.
“As part of our international expansion strategy, we are looking at Africa as the gateway of opportunities for us,” Shahzad noted. “We are setting solid foundations in East Africa, and now we’re expanding into West Africa.”
He described the partnership with NHA as a deliberate move to enhance distribution, consistency, and local relevance. “Our brands have been available and present, but not consistently,” he added. “The idea is to partner with the right distributors and ensure our products are reliably accessible to the market.”
29 New Products Coming in 2025
As part of its renewed push into Nigeria, Stanley Black & Decker plans to launch 29 new products in 2025, catering to the needs of an estimated two million households reached annually by the brand.
According to Shahzad, these offerings are expected to bring cutting-edge innovation and reliable performance to Nigerian homes under the flagship Black + Decker line. “The Nigerian audience can benefit from the latest technology and innovation across all our brands, especially Black & Decker home appliances,” he said.
NHA’s Rapid Rise and Retail Footprint
Sunil Kumar, Group Director of VSN Group, the parent company of Naija Home Automation, shared insights into NHA’s growth since its launch just 14 months ago. According to him, the company has already secured Black & Decker product placement in over 200 retail stores nationwide.
Kumar emphasized that strong, proactive distribution is crucial to success in Nigeria. “Most times, these global brands don’t break into the Nigerian market because the distributors don’t follow through. That’s something I’ve come to understand, and we’re committed to doing it differently,” he said.
Looking ahead, NHA is intensifying its expansion strategy. “We consolidated Lagos, then moved to Ibadan, Benin, Kano, and Abuja,” Kumar said. “From August 1st, we’re extending our footprint to Port Harcourt and the eastern region of Nigeria.”
Recognizing Retail Excellence
As part of the event’s highlights, the company also celebrated in-store promoters across Lagos who have excelled in driving sales and brand visibility for Black + Decker products. These recognitions reflect the company’s investment not only in infrastructure but also in the frontline workers who connect directly with Nigerian consumers.
A Long-Term Bet on Nigeria’s Consumer Market
With Nigeria’s growing appetite for modern home appliances and tools, this partnership between Stanley Black & Decker and NHA is poised to set new benchmarks in market engagement, distribution, and product accessibility.
As both companies align their efforts, the collaboration signals a long-term commitment to Nigeria—not just as a market, but as a hub for regional growth across West Africa.