Agadir – One Retail, the retail platform of Morocco’s H&S Group, has signed an exclusive master franchise agreement with Spanish beauty retailer Primor to bring the brand to Morocco, with the first store openings planned for 2027.
The partnership will expand One Retail’s beauty business and introduce Moroccan consumers to Primor’s range of perfumes, cosmetics, skincare products, haircare items, and beauty accessories at competitive prices, the company said in a press statement today.
Founded in Spain in 1953, Primor operates more than 250 stores and specializes in perfumes, cosmetics, and beauty products. The retailer combines a broad selection of international brands with competitive pricing and an accessible shopping experience.
Under the agreement, One Retail plans to gradually establish a national network of Primor stores in Morocco’s main cities.
The partnership will complement One Retail’s existing beauty operations, which include Flormar’s makeup stores and BeautyForYou, a multi-brand e-commerce platform dedicated to beauty products.
Moncef Belkhayat, president of H&S Group, said the agreement marks a new stage in One Retail’s development.
“Primor’s arrival in Morocco marks a significant new step in the development of One Retail. Our ambition is to build a leading distribution platform capable of attracting top international brands and fostering their sustainable growth in the Moroccan market,” he said.
“This partnership illustrates our confidence in the potential of the beauty sector and our commitment to offering Moroccan consumers innovative and accessible concepts.”
Belkhayat added that the group aims to build a national multi-brand, multi-sector retail platform generating MAD 10 billion in revenue and operating 1,000 stores under 10 recognized Moroccan and international brands by 2030.
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Juan Ricardo Hidalgo, founding president of Primor, said Morocco offers significant opportunities for the Spanish retailer.
“We are delighted to partner with One Retail, a company with in-depth knowledge of the Moroccan market and solid expertise in distribution,” he said.
“Together, we aim to introduce Moroccan consumers to the world of Primor, built on a diverse range of brands, accessible prices, and the pleasure of discovering beauty.”
Omar Benabdallah, One Retail’s vice president in charge of the beauty and fashion divisions, said Primor would broaden the company’s offer and strengthen its position in the sector.
“With Primor, we are taking another step in our ambition for the Moroccan beauty market. Our goal is to offer a different shopping experience, with more choice, sought-after brands, and competitive prices,” he said.
“Alongside Flormar and BeautyForYou, Primor completes a unique offering and reinforces our commitment to building a leading beauty hub in Morocco.”
One Retail currently operates 240 points of sale across its portfolio, which includes Franprix, Monoprix, Mr. Bricolage, Flormar, Beauty for You, Dahab Coffee, Venezia Ice, and Primor. The company projects MAD 800 million in revenue for 2026 and targets MAD 2 billion in revenue and 400 points of sale by 2027.
