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French retailer Casino has announced that it has signed a strategic partnership agreement with H&S, a Moroccan multi-business group, to enter the Moroccan market.
Through the partnership, Casino is set to open 210 convenience stores under the Franprix and Monoprix banners across Morocco by 2035. The rollout will be managed by a dedicated subsidiary and supported by an investment of 1 billion MAD ($108 million) over the period 2025 to 2027.
Commenting on the move, Casino Group chief executive officer Philippe Palazzi said: “This partnership with H&S Invest Holding is fully in line with our strategy of expanding internationally through franchising. It illustrates our ability to leverage the strength of our brands, our logistics knowhow and our expertise in convenience retailing in a market as dynamic as Morocco”.
“Thanks to H&S Invest Holding’s deep local roots and solid operations, we will be able to rapidly roll out a network of high-performance convenience stores in step with changing consumer habits in Morocco”, he concluded
H&S Invest Holding chairman Moncef Belkhayat added: “This strategic partnership will enable us to offer a new customer experience in the Moroccan market. By 2030, we aim to create more than 1,000 direct and indirect jobs across the Kingdom through the roll-out of the Franprix and Monoprix banners”.
The first stores are expected to open in 2026.
Source: Casino / H&S
