Rabat – In a move that strengthens its position in Morocco’s retail sector, One Retail, a subsidiary of H&S Group, has announced a project to acquire 100% of B5 Cosmetics, the exclusive franchise holder of Flormar in the North African country.
The transaction marks a new step in One Retail’s growth strategy and aligns with the group’s broader build-up approach focused on expanding its portfolio of brands in high value-added segments. The deal remains subject to approval by the Competition Council.
Flormar has been operating in Morocco since 2012 and has established itself as a key player in the accessible beauty market. The brand runs more than 50 stores across 19 cities nationwide through a mix of company-owned outlets and franchises.
Known for its affordable positioning, Flormar offers a broad range of makeup and skincare products and benefits from strong brand recognition among Moroccan consumers.
With this acquisition, One Retail aims to support Flormar in a new phase of development by leveraging its expertise in retail network expansion, operational management, and digital transformation.
The group has identified several areas for growth, including accelerating the brand’s national footprint, strengthening its omnichannel and e-commerce strategy, optimizing logistics and supply chain integration, and further enhancing customer experience.
The integration is also expected to generate synergies with other brands within One Retail’s portfolio, particularly in digitalization, marketing, and operational performance.
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As part of the transaction, the Benabdallah family will join One Retail’s shareholding structure through a share swap.
Omar and Ali Benabdallah said the partnership would open a new chapter for Flormar in Morocco, enabling the brand to accelerate network growth and further elevate customer experience while preserving its identity.
Hicham Kitane, Chief Executive Officer of One Retail, said the acquisition significantly reinforces the group’s retail build-up model. He added that by the end of 2026, One Retail aims to establish a solid and profitable retail division composed of seven companies, operating 300 stores and employing 1,000 people, with projected revenues reaching one billion.
One Retail is structured around five strategic divisions covering food and beverage, beauty, textile, DIY, and grocery retail. The company operates an integrated model combining physical stores, e-commerce, and franchise operations across Morocco.
