Unilumin Group: A Strategic Bet on Tunisia as a Regional Hub
The globalization trend is reshaping value chains, and major corporations are seeking strategic footholds. Fethi Boubakri, Business Development Director for Africa and the Middle East at Unilumin Group, is one of those who dare to bet on Tunisia as a regional platform. Convinced that Africa deserves the best technology and that a regional hub could emerge there, he has turned this vision into reality: Unilumin Tunisia, Africa Office is now the largest showroom and technical support center on the continent for LED displays and cutting-edge lighting.
An Unconventional Career Choice
The story begins with an unusual career choice. While everything seemed to be pushing this Tunisian executive towards a classic international trajectory, he preferred to anchor his project in his country of origin. "Many people told me I was crazy to refuse certain opportunities abroad," he admits. However, his intuition was correct: Africa is today one of the most dynamic markets, eager for reliable technological solutions, and Tunisia has the talent and geographical position to be its gateway. This boldness quickly found symbolic validation: the visit of Unilumin Group's global CEO, Tiger Lin, to inaugurate the Tunis showroom. A strong signal, since this showroom was initially planned for another country. "The trust given to Tunisia is the result of hard work," emphasizes Fethi Boubakri. "We have shown that we can not only host this implantation but also make it a continental showcase."
A Comprehensive Center
The Unilumin Tunisia showroom is not just an exhibition space. It is an integrated center where customers, partners, and institutions can discover the latest LED innovations, as well as benefit from technical training, specialized maintenance, and immediate after-sales service. "The difference is proximity," insists the executive. "Instead of relying on remote assistance, our African customers now find direct technical support on the continent." This local presence is a decisive advantage in a market where responsiveness makes a difference. Whether it's equipping a stadium, a shopping center, or a cultural space, customers want short deadlines and reliable solutions. With Tunis as a hub, Unilumin Group can meet this requirement.
Innovation as a Driver
If Unilumin Group has established itself as a world leader for over ten years, it's no coincidence. The company has built its reputation on the quality of its LED screens and intelligent lighting solutions, present in iconic locations such as New York's Times Square, the Statue of Liberty, or several Olympic Games and World Cups. In Tunisia, innovation translates into the introduction of new technologies adapted to the African market. High-definition screens already equip prestigious clubs like Espérance Sportive de Tunis, while in Saudi Arabia, Al Hilal club relies on Unilumin Group for its infrastructure. This ability to combine performance and durability is attracting more and more institutional and private customers. But Unilumin Group doesn't just sell technology; the company assumes social responsibility. During the inauguration of the Tunisian showroom, CEO Tiger Lin announced the donation of 400 solar streetlights to Tunisian schools. A strong gesture that illustrates the group's willingness to contribute to local development and respond to energy challenges.
A Partnership Logic
For Fethi Boubakri, this approach is part of a partnership logic: "We don't just come to do business. We want Tunisia and Africa to directly benefit from our presence, through concrete projects and knowledge transfers." Every project of this magnitude encounters obstacles. The executive doesn't hide it: administrative procedures remain a brake. "We expect the Tunisian state to fully seize the opportunity of a strategic partnership with China," he explains. "The stronger the support, the more we can accelerate the launch of local assembly units, create jobs, and strengthen the confidence of the global headquarters." Unilumin Tunisia, Africa Office indeed aims to go beyond the role of a showroom to become a true production and export center, capable of supplying not only North Africa but also sub-Saharan Africa and the Middle East.
Africa, a New Strategic Horizon
Tunisia's dual coverage of Africa and the Middle East gives it a unique position. By relying on its historical ties, geographical proximity, and human capital, the country can become a hub for technological redistribution. Fethi Boubakri advocates for better regional integration: simplification of customs procedures, development of logistical infrastructure, and establishment of South-South partnerships. "If we want Africa to take its place in the digital revolution, we must build our own bridges," he insists. "Unilumin Tunisia is one of those bridges." Beyond the numbers and ambitions, Fethi Boubakri's journey is also a story of resilience and loyalty to his country. "I refused to leave. I committed myself like a soldier to the service of Tunisia," he confides. A choice marked by sacrifices, but also by great satisfaction: that of having proven that Tunisia can host global-scale projects. His greatest pride? Tunisian talents. "They are the ones who will make the difference. Technology can be easily moved. What is irreplaceable is human competence."
A Global Presence
Present in over 160 countries and with more than 20 international subsidiaries, Unilumin Group continues to show sustained growth, with over 61% of its revenue generated abroad. Its Tunisian implantation is part of this expansion and proximity strategy. With the Tunis showroom, the group is not just opening a commercial window; it is affirming a clear ambition: to make Tunisia a regional hub, capable of radiating across the entire African continent and beyond.
