Product platforms
Proven household-care formats across a broad, complementary catalogue.
A SIMEC · Atlas Plastic company
Household-care expertise within a broader industrial ecosystem.
Atlas Limpieza develops product platforms for sweeping, washing, wiping and scouring, across Atlas brands and private-label programmes. As the household-care brand of SIMEC · Atlas Plastic, we bring that focused category knowledge into a wider Moroccan industrial context.
Founded in 1962 and part of the Richbond industrial group, SIMEC · Atlas Plastic runs a 35,000 m² site in Casablanca with capacity for 12,000 tonnes a year — injection moulding from 80 to 1,600 tonnes, blow moulding from 0.5 to 220 litres — and a team of around 550 people. That industrial base informs our structured approach to product development, packaging and adaptation to the needs of distributors, retailers and international markets.
Heritage
Making household goods in Morocco since 1962.
1962SIMEC is founded
Société industrielle marocaine d’entreprises chimiques — today SIMEC · Atlas Plastic — begins manufacturing household articles in Casablanca.
60+yearsATLAS becomes a market leader
Six decades on, the ATLAS brand leads its market in Morocco, with a range spanning garden furniture, kitchenware, food containers, laundry and household cleaning.
2023Solar comes on site
With EDF Maroc, the Richbond group commissions one of Morocco’s largest on-site solar plants.
SIMEC · Atlas Plastic — atlashogar.com; Le Desk, 08.03.2023
Industrial capability
The industrial base behind the range.
A private-label programme is a commitment to capacity before it is anything else. This is what one is buying into — the moulding range, the floor area and the people of SIMEC · Atlas Plastic.
SIMEC · Atlas Plastic group figures — atlashogar.com
- Built-up area
- 35,000m²
- Production capacity
- 12,000tonnes / year
- Injection moulding
- 80–1,600tonnes
- Blow moulding
- 0.5–220litres
- Production sites
- 4
- Workforce
- 550direct · ~1,500 indirect
Our point of view
Useful products should also be clear products.
Clear in their purpose. Clear on shelf. Clear in how they fit into a broader range. We design our offer around that principle, so consumers find what they need and buyers can build with confidence.
- Range
- Four complementary household-care worlds.
- Flexibility
- Atlas brands and private-label development.
- Outlook
- Made in Morocco with international ambition.
Material studies — concept visuals, not production photography.
How we work
Designed around dependable delivery.
Product, packaging and commercial decisions are connected early, helping every programme move from brief to shelf with fewer surprises.
Market adaptation
Assortment, colour and pack-format choices aligned with your local brief.
Quality checkpoints
Validation points across sampling, artwork, production and order preparation.
Commercial support
A responsive path from initial range conversation to repeat programme.
In figures
The company, and the range it makes.
The company in figures
- 60+
- years in operation
- €28M
- turnover (2022)
- €11.7M
- share capital
- 35%
- Moroccan market share
- 500
- products in the group catalogue
- 600
- distributors
SIMEC · Atlas Plastic — 2022 figures, atlashogar.com
The range in figures
- 4
- complementary product worlds
- 60+
- product families in the catalogue
Energy & responsibility
Decarbonising the power behind production.
- 3.5+GWh / year
- decarbonised electricity generated on site
- 2,800t CO₂
- avoided by the on-site solar plant
Solar on site
With EDF Maroc, the Richbond group runs one of Morocco’s largest on-site solar plants — more than 3.5 GWh of decarbonised electricity a year, avoiding 2,800 tonnes of CO₂.
Closed-loop plastics
Integrated recycling of plastic material is part of everyday production.
Richbond × EDF Maroc on-site solar plant — Le Desk, 08.03.2023
Inside the group
- Industrial groupRichbondBedding, textiles and vegetable-based food grease.
- CompanySIMEC · Atlas PlasticHousehold articles, manufactured in Morocco since 1962.
- BrandATLASGarden furniture, kitchenware, food containers, laundry and household cleaning.
- This siteAtlas LimpiezaThe household-cleaning range of the ATLAS brand.
Atlas Hogar carries the home & kitchen side of the same brand.
Certifications
Certification details are available on request.
Private label
Your brand, supported by Atlas know-how.
Whether you need a focused entry range or a multi-category proposition, we can help translate your category plan into a practical product and packaging brief.
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