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SDA Holding, originally Société de Distribution Africaine, was founded in 2008, but its origins go back to the 1990s and the set-up by Philippe de Moerloose of Demimpex, which initially specialised in the sale and export of automotive spare parts to Africa. Our core industrial activities are centred on the distribution of premium heavy equipment brands such as Volvo, Hitachi, John Deere and Wirtgen. As of today we employ more than 2,000 talented people with a consolidated turnover of around EUR 850m.
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SDA is a privately owned investment group, founded by Philippe de Moerloose in the early 90’s.

1991 Timeline items final
Philippe de Moerloose sets up Demimpex and starts his automotive parts trading activities in the Democratic Republic of the Congo
2000 Timeline items final2
Opening of a logistic hub in Antwerp to support business growth
in Central Africa
2001 Timeline items final3
Acquisition of an exclusive automotive distribution business from the Belgian group Chanic
2004 Timeline items final4
Start of our heavy equipment distribution activities
(John Deere and Hitachi) in Algeria
2005 Timeline items final5
Opening of a new logistic hub in Dubai to support our automotive
trading activities
2011 1 Timeline items final6
Joint venture agreement with Optorg group: all automotive activities are now regrouped into Tractafric Motors corporation
2011 2 Timeline items final7
Acceleration of our Volvo Construction Equipment business in Africa through the acquisition of Multitech (Ghana, Burkina, Benin, Togo and Liberia)
2014 Timeline items final8
Extension of our Volvo Construction Equipment activities to Algeria, Senegal, Mali and Mauritania
2015 Timeline items final9
Acquisition of the exclusive Volvo Construction Equipment dealership in BeNeLux from ABN Amro Participaties
2016 Timeline items final10
Addition of six African countries into our John Deere Agriculture distribution network
2017 1 Timeline items final11
Sale of our 40% equity stake in Tractafric Motors Corporation
to Compagnie Optorg
2017 2 Timeline items final12 update
Acquisition of the exclusive Volvo Construction Equipment dealership in Great Britain from Volvo Group. Consolidated SDA sales
to reach EUR 850m in FY18


SMT is a leading distributor of Volvo Construction Equipment active in Africa, Belgium, Great Britain, The Netherlands and Luxemburg. SDA has actively supported the organic and external growth of SMT, through promotion of empowerment of a strong management team and commercial excellence.


DEM Group is the exclusive distributor of John Deere Construction and Forestry, Hitachi and Wirtgen in Northern, Western and Central Africa. DEM also distributes John Deere Agriculture machines in 7 African countries.
Under the leadership of SDA, DEM has developed a fully integrated pan African distribution network serving clients in 27 countries.