Egyptian Discount Chain Kazyon Rapidly Expands in Morocco, Challenging BIM’s Market Dominance

The subsidiary of Kazyon Limited UK started its activities in Morocco in January 2024. The Egyptian hard discount chain has opened its large stores (between 150 and 300 m²) in high-density neighborhoods to attract a diverse clientele and quickly establish itself in the sector. One of them is located on Boulevard Goulmima, right in the heart of Casablanca. The Egyptian brand has opted for this strategic positioning to face the competition. "You can find competitive prices and products almost as prestigious as those of Carrefour," a store manager confides to Challenge.

In just six months, Kazyon has strengthened its presence in Morocco, going from 50 to around 100 stores in the kingdom. "We are now in Casablanca, Rabat, Berrechid, Bouskoura, Mohammedia..." "There are two ways to analyze the situation. On the one hand, Turkey or Egypt, strong in a certain economic momentum, but also in currencies devalued compared to 15 or 20 years ago, have an undeniable competitive power, which they have the right to take advantage of in a context of free trade. On the other hand, the emergence of national champions, in this field of hard discount and in others, would be welcome for the consolidation of our economic achievements," explains economist Hicham Alaoui.

Kazyon Morocco aims to open 200 stores within two years and reach 600 within five years. The Egyptian group hopes to reach and even surpass its direct competitor, BIM, present in Morocco for a decade. The two brands benefit from the advantages of the free trade agreements (FTAs) signed between their countries (Egypt and Turkey) and Morocco. "The GMS sector in Morocco has been the scene of several concentration operations in recent years. The main one is that of Marjane and Acima, which belong to the SNI Group. Label’Vie, for its part, has carried out several acquisition operations of distribution companies, particularly in the cities of Rabat and Casablanca," informs the Competition Council in a note.