Casino, H&S Invest Holding to launch 210 Franprix and Monoprix stores in Morocco by 2035
First stores to open in 2026 as modern trade heats up in Moroccan retail sector.
MOROCCO – Casino Group has joined forces with Morocco’s H&S Invest Holding to roll out 210 convenience stores across the country by 2035, under the French retail brands Monoprix and Franprix.
The first outlets are expected to open in 2026.
This move signals Casino’s first retail entry into Morocco, a market already crowded with major players such as Turkish discounter BiM, Egypt’s Kazyon, and local giants Marjane and Label’Vie.
It also marks H&S Invest Holding’s first step into the grocery retail space. The Casablanca-based group, founded by Moncef Belkhayat in 2005, has built its presence in distribution, logistics, real estate, and manufacturing through its subsidiaries Dislog and Chari.
“We’re confident about this partnership. It gives us the right momentum to grow in a competitive market and serve the modern Moroccan consumer,” said Moncef Belkhayat.
Casino has been active in North and West Africa through its operations in Tunisia and Libya and its past partnership with Mercure International of Monaco. However, competition and financial pressures in recent years have reduced its visibility.
With this announcement, Casino now enters another market where it will compete directly with Carrefour, which operates in Morocco through Label’Vie.
For H&S Invest Holding, the move comes after years of investment in manufacturing and expansion into new sectors. “We are ready to take our next step. This is not only about retail, but about serving a growing and changing Morocco,” Belkhayat added.
Competition grows in convenience retail
Morocco’s convenience store sector has seen fast expansion. BiM currently has 873 stores, growing from 693 stores in early 2023. Kazyon, which entered the market in October 2023, ended last year with 150 stores and aims to reach over 200 by the end of 2025.
Label’Vie is on track to operate 953 stores by 2028, up from 270 in 2024. Marjane has plans to add 45 new Marjane City stores annually.
Given these numbers, the 210-store plan by Casino and H&S averages about 20 stores a year, which some industry watchers say might not be enough to disrupt the market.
However, others believe the strength of the brands and the backing of a major Moroccan investor could help them carve out a niche.
Impact Beyond the Cities
The entry of Casino and H&S may also shift focus toward smaller cities and towns. Until now, most expansion has focused on urban areas. But as Monoprix and Franprix arrive, other players may also push further into secondary and tertiary locations.
If successful, this rollout could add more fuel to Morocco’s growing shift toward modern retail and change how everyday shoppers access products.
“It’s not just about opening stores. It’s about changing the shopping experience in neighborhoods across Morocco,” said Belkhayat.
The road ahead will test both partners, but the scale of their commitment signals serious intent to stay and grow in Morocco’s retail space.
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