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French retail giant Groupe Casino has officially entered into a strategic partnership with Moroccan conglomerate H&S Invest Holding, aiming to introduce its popular brands Franprix and Monoprix to the Moroccan market. The collaboration was announced on Monday, with plans already underway to open the first stores in 2026.
In a joint statement, both companies revealed their ambitious vision to establish more than 210 retail outlets across Morocco over the next decade. These outlets will be operated under the Franprix and Monoprix banners, leveraging Casino’s brand strength and international franchising model.
Casino views this agreement as a key milestone in its broader international expansion strategy. By focusing on franchising, the group allows trusted local partners to manage stores under its well-known retail brands. As of 2024, Casino operated 472 franchised stores outside mainland France, which contributed 3.5% to the company’s overall revenue.
The signing of the partnership took place in Rabat, attended by Philippe Palazzi, CEO of Groupe Casino, and Moncef Belkhayat, President of H&S Invest Holding. Also present at the ceremony were Morocco’s Minister of Industry and Trade, Ryad Mezzour, and the French Ambassador to Morocco, Christophe Lecourtier, highlighting the significance of international cooperation.
Palazzi emphasised the importance of the partnership, describing it as a defining moment for Groupe Casino. He underscored their goal to bring a high-quality, convenient shopping experience to Moroccan consumers by blending strong brand recognition with local market knowledge. “This collaboration perfectly reflects our strategy: relying on the strength of our brands, our expertise in franchising and logistics, and on solid partners to deliver a quality, local convenience offering that meets local expectations,” he stated.
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H&S Invest Holding echoed this sentiment, calling the partnership a strategic leap toward transforming Morocco’s retail landscape. The company aims to offer modern, urban-oriented shopping experiences featuring fresh produce, premium goods, and tailored services.
An essential component of the project includes the establishment of a specialised purchasing center. This facility will support neighbourhood grocery stores and ensure consistent quality and supply, further enhancing the local retail ecosystem.
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