French retail group Casino to expand with 210 stores in Morocco by 2035
The signing of the partnership
French retail group Casino and Moroccan multi-sector company H&S Invest Holding announced on Monday a new partnership to bring Casino’s brands to Morocco. The first stores are expected to open in 2026.
The two companies stated that the goal is to open more than 210 stores across Morocco over the next decade. These stores will operate under the French brands Franprix and Monoprix.
Casino described the agreement as a crucial step in its new international growth strategy. The group aims to expand abroad through franchising, allowing local partners to run stores under its brand. Casino already operates 472 franchised stores outside mainland France, which constituted 3.5% of its total revenue in 2024.
Casino CEO Philippe Palazzi and Moncef Belkhayat, President of H&S Invest Holding, signed the partnership this morning in Rabat. Moroccan Minister of Industry and Trade Ryad Mezzour and France’s Ambassador to Morocco Christophe Lecourtier also attended the signing ceremony.
Palazzi expressed optimism about the new partnership and characterized it as a significant moment for Groupe Casino and a reflection of their shared ambition for Morocco.
“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.
Meanwhile, H&S Invest Holding remarked that the partnership marks the beginning of “a strategic partnership for the development of the Monoprix and Franprix brands in the Moroccan market.” The company added that the project is set to “transform” local retail in Morocco by providing a modern shopping experience, featuring high-quality products, fresh food options, and services tailored to new urban lifestyles.
The project also includes the establishment of a dedicated purchasing center to support neighborhood grocery stores.
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