French convenience retailer Casino Group has partnered with Moroccan conglomerate H&S Invest to introduce its retail brands in Morocco.
The collaboration seeks to establish 210 Franprix and Monoprix stores across the country by 2035.
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The alliance is part of Casino Group’s international growth plan through franchising.
The group, with operations spanning 30 nations, already collaborates with 472 franchised outlets outside mainland France, contributing to 3.5% of its net sales in 2024.
Casino Group CEO Philippe Palazzi stated: “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 know-how 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.”
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By GlobalDataH&S Invest views the partnership as an opportunity to diversify its retail division.
The introduction of Franprix and Monoprix is expected to improve the Moroccan convenience retail landscape.
Franprix operates convenience stores in cities and towns while Monoprix offers food, apparel, home goods, beauty products and leisure items.
The inaugural stores will launch in 2026 and will offer a curated selection of fresh goods, and a substantial quantity of local products.
H&S Invest Holding chairman Moncef Belkhayat stated: “We are proud to be partnering with a major international player like Casino Group. 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.”
In the first quarter of fiscal 2025, net sales of the Monoprix brand dropped 0.6% and Franprix’s sales by 1.7%, compared to the same period in fiscal 2024.
