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Rabat – 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 said in a joint statement the goal is to open more than 210 stores across Morocco over the next 10 years. These stores will operate under the French brands Franprix and Monoprix.
Casino described the agreement as an important 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 works with 472 franchised stores outside mainland France, which made up 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.
Pallazi expressed optimism about the new partnership and described it as an important moment for Groupe Casino and a sign 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 said in a statement.
Meanwhile, H&S Invest Holding said 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 offering a modern shopping experience, with high-quality products, fresh food options, and services tailored to new urban lifestyles.
The project also includes the creation of a dedicated purchasing center to support neighbourhood grocery stores.
