Star Brands & Star Goods

Star Brands SPA presents itself as a leading distributor of fast-moving consumer goods in Algeria, with its head office on Boulevard Krim Belkacem in Algiers and its operations centre in the Oued Smar industrial zone. Its website states that it was founded in 2002 and started as the distributor-partner of Procter & Gamble, and that its sister company Star Goods, established in 2003, focuses on food and beverage distribution in the Algerian market and continues to distribute domestic and international food products. The company describes itself as a full-service distributor controlling the entire supply chain, from importation to sales and distribution. The company says its nationwide distribution network covers all major trade channels, with direct access to more than 25,000 outlets, from national accounts to neighbourhood convenience stores. Its site lists three distribution centres in Algiers, Oran and Sétif, 28 regional depots spread across Algeria providing next-day delivery, and 110 sales sections with specialised or multi-brand sales representatives using integrated sales tools. It serves modern trade (including e-commerce retailers), traditional trade such as groceries and convenience stores, and wholesalers across the national territory, including those specialised in food, and says its solutions cover more than 90% of consumer goods consumption. On the food side, the website lists among the group's partners: Puratos, an international group offering a full range of products for the bakery and patisserie industries and known as a leading producer of Belgian chocolate; Kanada, an Algerian bakery-products producer based in Algiers whose main brand Ory offers chocolate cookies made with traditional methods; and LT Foods, a global rice supplier whose brands, the site states, include Daawat and Indus Valley. The company says its supply chain team provides importation, warehousing, transportation and replenishment planning, together with product registration and customisation services such as labelling, re-packaging and bundling, and that it offers trade marketing, business development and market data reporting through its sales force automation system. It sums up its vision as being the best importer, logistics and distribution company in Algeria, and its values as integrity, collaboration and respect, performance, entrepreneurship and customer satisfaction.