Jocca

Jocca (styled JOCCA) is a Spanish brand of small household appliances and everyday home products, based in Zaragoza in the region of Aragón. It is owned and operated by Qualimax International, S.L., a company founded by the Centelles family in 1986 that started out selling through mail-order catalogues [3]. Over four decades the business has grown into a supplier of kitchen appliances, heaters and fans, fitness equipment, health devices and personal-care tools. Jocca is not a cosmetics house: its beauty range is made up of electrical styling and grooming devices rather than skincare or make-up formulas.

The company reached its 40th anniversary in 2026 [7]. It says its products are sold in more than 35 countries, and the brand is active, trading through wholesale partners, large retailers and online marketplaces as well as its own multilingual web shop.

Jocca was founded in 1986, when the Centelles family set up what the business itself calls JOCCA QUALIMAX as a catalogue sales company [3]. The aim, as the company tells it, was to reach homes across Spain with practical solutions for daily life. Its own timeline describes that first year as the birth of Jocca as a specialist in selling directly to consumers.

The name has a story of its own. According to the company's quality policy, JOCCA was coined to sum up the firm's values in five Spanish words: Justa, Oferta, Calidad, Confianza and Atención, which translate roughly as a fair offer, quality, trust and attentive service [4]. The same text describes the family's early focus on customer satisfaction across wholesale, catalogue sales and television selling.

No individual founders are named. The company refers only to "the Centelles family"; Alberto Centelles later represented Jocca in the Spanish appliance industry's trade bodies.

In its early years the business sold directly to consumers by mail order. In 1992 it joined Spain's distance-selling association, the body known today as ADIGITAL, the Spanish association for online sales. The move into supplying other businesses came in 1997, when, according to the company, Jocca products reached the country's most important supermarket chains.

International sourcing followed quickly. In 1999 the company set up a Jocca subsidiary in the Chinese city of Ningbo, and a year later it opened a retail sales portal. A Madrid office came in 2001, and in 2003 the catalogue widened to include fitness equipment and home-organisation products, two areas that still form part of the range.

The second half of the 2000s brought expansion abroad and a new base at home. The company began selling to business customers outside Spain in 2006, opening an office in Lille, France. In 2007 it moved its headquarters to PLAZA, the logistics platform in Zaragoza, which it describes as one of the largest in Europe, and enlarged its warehouses. By 2008 it had joined FAPE, the Spanish federation of small-appliance manufacturers, and listed offices in Madrid, France and Brazil. In 2009 it moved firmly into online sales, working with the sector's main operators.

The following decade was shaped by certification and new business lines. Jocca obtained ISO 9001 and ISO 14001 certification in 2010, the same year it opened an office in Barcelona, and joined the Business Social Compliance Initiative (BSCI) in 2011. As online shopping grew, the company created QUALIMAIL in 2013, a department serving online retail clients that it names as including Amazon, AliExpress, Carrefour, Fnac and Veepee.

In 2014 the company entered the healthcare market by acquiring Nova Electronica [3]. A year later it launched a separate brand, MOSQUITOL, specialising in insect repellents and pesticides. By 2016 it counted Bauhaus, Conforama, Intermarché, Aldi and El Corte Inglés among the large companies it supplied. FSC certification followed in 2017, and new offices for NOVA opened in Madrid in 2019.

Jocca also took on a visible role in its industry. In 2020 it held the presidency of FAPE. When FAPE merged with Anfel, the association representing makers of large household appliances, to form APPLiA España in 2021 and 2022, Alberto Centelles of Jocca became vice-president of the new employers' association. In 2022 the company obtained a licence from AEMPS, the Spanish medicines and medical devices agency, to import and install medical products, and the chef David de Jorge (Robin Food) became the brand's ambassador.

Today the company reports around 20,000 square metres of facilities across Zaragoza, Madrid and Valencia, holding more than 6,000 pallets of stock and over 800 different products.

Jocca is the trading brand of Qualimax International, S.L., which the Spanish business directory Alimarket lists under the Jocca name at an address in the PLAZA industrial estate in Zaragoza [8]. The directory classifies the firm under small domestic appliances, online electronics distribution and housewares, and describes its activity as the production and distribution of small appliances, kitchenware and other goods [8].

Qualimax is the family company that created the brand rather than a group that bought it. It describes itself as a business that imports and exports all kinds of products. Beyond the Jocca name, it has widened its reach through the 2014 purchase of Nova Electronica, which took it into medical products, and through MOSQUITOL, the insect-repellent brand it created in 2015. The company's own pages use several forms of its name, including JOCCA QUALIMAX, JOCCA-QUALIMAX and Qualimax Internacional.

Jocca presents itself as a maker of practical products for the home. The company says it has spent more than 40 years creating solutions that make home life "more practical, healthy and stylish", and states its mission as simplifying everyday life with products that combine design, functionality and reliability [2]. It argues that technology and wellbeing should be within everyone's reach, without complications. The brand signs off with the tagline "JOCCA. Home & Life", alongside the Spanish line "Hacemos fácil lo que vives cada día" ("we make what you live every day easy").

Value for money sits at the centre of this pitch. According to Jocca, hundreds of thousands of customers choose it for its balance of quality and price and for ease of use. Its sales network points the same way: the company lists distributors, large retailers, catalogue sellers, promotional-goods firms and small shops among its customers, and it has supplied supermarket and discount chains. The brand is positioned toward the mass market.

Jocca's range is split into six areas: kitchen, home, climate control, beauty, fitness and health. The kitchen line covers air fryers, coffee machines, blenders and similar appliances, while climate control includes fans and heaters, and the health area takes in massagers, bathroom scales and heat-therapy devices.

Beauty is one of these six areas rather than the core of the business. Jocca introduces the category as "technology and personal care for your day-to-day" [6]. It is organised into hair straighteners and curlers, hair dryers, hair care, beard care, facial care, hand and foot care, and hair removal. Products in the line include a silicone LED facial mask, a five-head hair styler, an ionic dryer with a diffuser, hot-air and rotating dryer brushes, cordless portable curlers and straighteners, rechargeable hair clippers and a shaving set. The range also stretches into accessories such as a foldable make-up mirror, a make-up case with an LED mirror and a mini fridge with an LED mirror. In September 2026 the beauty category held around three dozen products.

No signature product, hero ingredient or cosmetics certification is associated with the brand, which fits its focus on devices rather than formulas. The company does not describe itself as a manufacturer in the usual sense. Its quality policy says products come from carefully pre-selected manufacturers, with samples checked by an engineering team in Spain and each production batch inspected twice: once at the production site before delivery and again at the Qualimax warehouse [4].

Jocca's environmental and social commitments are mostly framed through standards and memberships. The company says it works to ISO 9001 for quality management and ISO 14001 for environmental management, both held since 2010, and to FSC chain-of-custody rules, which are meant to guarantee that forest-based materials come from well-managed, sustainable forests. As a BSCI member, it commits to a supplier code of conduct covering freedom of association, bans on child and forced labour, workplace safety and anti-corruption rules [5].

For end-of-life products, Jocca says it belongs to the waste collection schemes in the countries where it sells. It names Ecolec for electrical and electronic waste, Ecoembes for packaging and GRS Batteries for batteries in Germany.

Its community work is centred on Aragón and on women's welfare. The company supplies materials to the NGO AMAMI Mauritania for a sewing workshop, a nutrition centre and a health centre in Mauritania. For years it has taken part in the annual charity market run by the Fundación Federico Ozanam in Aragón, and it supports the Línea de Atención a la Mujer, a foundation that helps pregnant women in the region facing social exclusion.

Jocca is an active brand. Regional press in Aragón marked its 40th anniversary in July 2026, noting its Zaragoza roots and its shift toward digital and mobile shopping [7]. In September 2026 its web shop was running a seasonal "Vuelta a la rutina" (back to routine) campaign and was available in six languages: Spanish, English, French, Portuguese, Italian and German. The company says Jocca products are now present in more than 35 countries [3].