Stanley Black & Decker has officially unveiled its partnership with Naija Home Automation (NHA), in a drive seen at deepening the company’s market share of Nigeria’s equipment and home appliances.

The ceremony which took place during the Black + Decker’s Dealers’ Conference 2025 in Lagos witnessed dealers and distributors across the country converged at the conference.

Speaking at the conference, the Director, Commercial, Marketing and Strategy, Middle East and Africa for Stanley Black & Decker Inc., Umair Shahzad said: “As a part of our international expansion strategy, we are looking at Africa as the gateway of opportunities for us. We are setting some good foundations in East Africa and we are getting now into West Africa as well.”

According to him, the company identified NHA as the right distributor.

To bring its product offerings closer to the Nigerian market and consumers. He disclosed that Stanley Black & Decker also wants to be vocal and present across the African market by leveraging local partnerships.

“Our brands have been available, we have been present but at the same time, we have not been consistent. So, the idea is to partner with the right distributors and be available in terms of our product offerings to the market,” Shahzad said.

He also disclosed that the company plans to launch 29 new products in 2025, as part of ongoing effects to sustain and grow its annual two million household penetrations. “The Nigerian audience can benefit from the latest technology and innovation we have under all of our brands and especially on Black & Decker home appliances,” he said.

Sunil Kumar, Group Director, VSN Group of Naija Home Automation, said the 14 months old marketing firm has been able to penetrate over 200 stores with the Black & Decker products in Nigeria, and is also looking at growing its market penetration.

“Most times, these global brands do not get into the Nigerian space because the distributors don’t do their jobs. So, that’s something which I’ve learned in this country and I’m going to do that to make sure that Naija Home is a proper distributor to take on a global brand,” Kumar said.

He further said that as part of their coverage expansion, they plan to be present in the East of Nigeria by August, 2025. “We consolidated Lagos, then we moved to Ibadan, Benin, then Kano, Abuja, and from 1st of August, we’re going to be in Port Harcourt,” Kumar said.

The company also used the occasion to reward Nigerian in-store promoters who showed excellence in sales in different retail outlets across Lagos.