KITEA Invests $6 Million in New Flagship Store in Laayoune

Marrakech – Moroccan furniture retailer KITEA has officially opened its newest “KITEA Géant” store in Laayoune with an investment of MAD 60 million ($6 million). The 4,300 square meter facility, located at Mazeej Mall on Mohammed VI Avenue, was inaugurated on Wednesday, coinciding with the 50th anniversary of the Green March.

The opening ceremony was attended by the Wali of the Laayoune-Sakia El Hamra region, Abdeslam Bekrate, and the director of the Regional Investment Center, Mohammed Jifer. KITEA’s founder and president, Amine Benkirane, and CEO Othman Benkirane were also present.

“This is more than a symbolic date. It represents the culmination of Moroccan expertise that our group has embodied for over 30 years,” Amine Benkirane told the media. He added that the opening aligns with the significant diplomatic developments regarding Morocco’s southern provinces.

The new outlet is part of KITEA’s fourth-generation store concept, featuring a streamlined design, intuitive layout, and immersive shopping experience. “The concept is based on fluid and intuitive arrangement, highlighting product universes and the brand’s credo: accessible aspiration,” explained Yassine Boumzourr, the group’s marketing director.

The project created 60 local jobs, with all employees receiving comprehensive training in Laayoune, Agadir, Marrakech, and Casablanca. The construction required six months of major work and three months of interior fitting.

“For a Moroccan company founded 32 years ago, opening in Laayoune was obvious. We offer the same experience, prices, and standards to all our customers across Morocco,” said Othman Benkirane.

This expansion marks KITEA’s 26th store across 18 Moroccan cities, reinforcing its position as the country’s leading furniture retailer. The company currently employs 1,500 people and offers more than 24,000 product references covering all home furnishing categories.

KITEA was first established in Casablanca in 1993, growing to become the undisputed leader in Morocco’s furniture and decoration sector. “When I opened the first store in 1993 in Casablanca, I always told my close ones that one day, KITEA would open in Laayoune,” recalled founder Amine Benkirane.

The company has already established an international presence with successful expansion into Ghana in 2024 and operations in Kenya, Equatorial Guinea, and the Democratic Republic of Congo.

The group plans to accelerate growth in Africa and enter Middle Eastern markets soon. With this strategic opening in Laayoune, KITEA continues to strengthen its domestic network while pursuing international opportunities.