Mapping approach

2.10. Retail and modern distribution

The market for modern organised retailing is being structured. Over the last few years, a number of modern self-service retail outlets (including convenience stores) have opened in major cities, and this trend is likely to continue. The retail food sector has progressed significantly over the past ten years, as modern, spacious supermarkets opened in major cities, increasingly changing the shopping habits of the majority of urban consumers throughout Morocco. The country counts 200 supermarkets (more than 300 m2) and 17 hypermarkets, including six cash & carry facilities.

European multinationals have invested heavily in Morocco’s modern distribution chain in Casablanca, Rabat, Marrakech, and some other large cities, accounting for about 10 percent of turnover. Three successful international retailers—Metro, Auchan and Casino—have captured about 17 percent of the retail market. Auchan took control of 49 percent of holdings in the local supermarket Chain Marjane, the first independent store in Morocco. These retailers sell local products. Although there is still room for new entries on the market, success depends on building strategic partnerships, as is the case for Auchan. In the area of specialised retailing, the do-it-yourself market is being structured with the entry of Bricorama, Mr. Bricolage and Weldom. This also holds true for household appliances and to-be-assembled furniture.

The Moroccan retailer Kitea, with 21 stores, was the first to enter the market, since followed by Mobilia, Layalits, Kaoba, Kit Express and the Turkish firm Cilek. Yadeco, a new distribution chain for furniture and equipment, opened three outlets in 2005.

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Monday 12 March 2007, by AFII - ANIMA

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