The Safari Group operates through companies in multiple sectors, including industry, distribution, services, and agricultural production. It employs 4,200 people. In December 2023, the Safari Group and the Knauf Group agreed to invest through their Moroccan joint venture, Compagnie Marocaine de Plâtre et d’Enduit, to build a new state-of-the-art plasterboard production facility that will significantly reduce energy and water consumption. In 2023, Smeia, the group’s car distributor subsidiary, increased sales of BMW by 23% compared to 2022, capturing a 23% market share by volume. Building materials subsidiary SMM Socodam Davum will complete a new plant in 2024 to offer concrete floor products.