Quote from Alex bobby on June 30, 2025, 8:12 AM

Spanish Roca Group to Invest €70 Million in Kazakhstan Factory to Expand Central Asian Presence

In a significant move to strengthen its foothold in Central Asia, Spanish bathroom products manufacturer Roca Group has announced a €70 million investment to construct a new industrial complex in Kyzylorda, southern Kazakhstan. The project, described as a “strategic leap” by Roca CEO Albert Magrans, underscores the company’s ambition to tap into emerging markets while championing sustainability and regional integration.

Founded in 1917 in Barcelona, Roca Group has grown into a global leader in the design, production, and distribution of bathroom products. With operations in over 170 countries, this latest expansion marks a pivotal moment in the company’s long-term growth strategy.

A New Industrial Park for Central Asia

In an exclusive interview with Euronews, CEO Albert Magrans revealed that the Kazakhstan project involves the construction of an industrial park, which will house multiple production units, including a furniture assembly plant, acrylic and composite bath and shower tile units, and installation system units. “This project is about delivering complete bathroom solutions to the market,” he said.

Construction is expected to take between 18 to 24 months, with the goal of creating 300 local jobs and significantly boosting regional capacity. More than a standalone factory, the site aims to become a regional hub, enabling Roca Group to better serve not only Kazakhstan but also neighbouring Central Asian countries such as Uzbekistan, Kyrgyzstan, Turkmenistan, and Tajikistan.

Why Kazakhstan?

The decision to invest in Kazakhstan stems from a combination of strategic foresight and local advantages. “Some markets are not delivering the growth we had anticipated,” said Magrans. “Kazakhstan represents a high-growth potential market where Roca Group was not directly present. We’ve previously operated through exports, but that’s not the same as being on the ground.”

The Kazakh government's active encouragement also played a role. Authorities highlighted Kyzylorda’s access to critical raw materials such as clay, feldspar, and kaolin, essential components in ceramic production. Additionally, the region offers solid infrastructure, transport connectivity, and a growing talent pool of engineers and technicians.

Roca’s technical teams conducted rigorous testing of local raw materials, sending samples to central laboratories before greenlighting the project.

Sustainability at the Core

Roca Group has built its reputation not only on high-quality products but also on environmental responsibility. In January, the company was awarded the EcoVadis Platinum status, a sustainability recognition held by only 1% of over 150,000 audited companies worldwide.

This commitment to eco-friendly practices will be fully embedded into the Kazakhstan factory. “This will be a net-zero facility in every aspect,” said Magrans. “We’ll use solar panels to power the site, recycle water and other inputs, and implement the latest generation equipment that meets our highest sustainability standards.”

The new site is also expected to serve as a model for sustainable manufacturing in the region, aligning with global climate goals and Kazakhstan’s own green development agenda.

A Gateway for Spanish Investment

Roca’s move into Kazakhstan could pave the way for more Spanish companies to enter the Central Asian market. “Spain has one of the highest growth rates globally,” Magrans noted. “There are many competitive Spanish firms that may see this as a business case for investing in Kazakhstan. We would be happy to facilitate those introductions.”

As economic ties between Europe and Central Asia grow, Roca’s presence could bolster Spain-Kazakhstan trade relations, especially in sectors such as infrastructure, technology, and renewable energy.

Not a Relocation, but a New Chapter

Roca Group’s withdrawal from the Russian market in 2022 raised questions about whether the Kazakhstan investment was a relocation of those operations. However, Magrans was quick to clarify that the new industrial park is a separate initiative. “This is strictly about Kazakhstan and Central Asia. We’re looking for growth and new markets where we have little coverage.”

With its operations in Russia permanently closed, the Kazakhstan facility represents a fresh chapter rather than a redeployment.

Looking Ahead: Will China Be Next?

While the company has a strong presence in China, Magrans said the Chinese operations primarily serve the domestic market, with limited exports. There are currently no plans to link the Kazakh facility with China for production, though the proximity might offer future opportunities.

“Our China operations stay mostly within China. The focus of this investment is Central Asia,” he emphasized.

Conclusion

Roca Group’s €70 million investment in Kazakhstan is more than a business expansion—it's a declaration of confidence in Central Asia's economic future. With its sustainability-first approach, job creation, and vision of regional integration, the Spanish firm is setting a precedent for how European companies can responsibly and profitably engage with emerging markets.

As the construction in Kyzylorda progresses, the project is expected to become a cornerstone of Central Asia’s industrial development—and a beacon for future Spanish ventures in the region.

Meta Description (SEO):
Spanish bathroom leader Roca Group will invest €70M in a new factory in Kazakhstan to expand its Central Asian presence. The project promises jobs, sustainability, and regional impact.