French Retail Giants Franprix and Monoprix to Open 210 Stores in Morocco

The Casino Group continues its new international expansion strategy. It has just formed a partnership with H&S Invest Holding, a Moroccan multi-business group, to open more than 210 retail outlets within 10 years, under the Franprix and Monoprix brands, across the entire Moroccan territory. The French group’s ambition is to enrich the national convenience store offering by proposing innovative concepts combining quality food products, fast food, everyday services, and a digitalized customer experience. The opening of the first stores should be effective from 2026, with a positioning focused on quality, proximity, a rigorously selected fresh product offering, and a strong proportion of local references.

"This partnership with H&S Invest Holding is fully in line with our international development strategy through franchising. It illustrates our ability to leverage the strength of our brands, our logistics know-how, and our expertise in convenience retailing in a market as dynamic as Morocco," says Philippe Palazzi, CEO of the Casino Group. He adds: "Thanks to the local anchoring and operational solidity of H&S Invest Holding, we will be able to rapidly deploy a network of high-performing convenience stores, in line with the evolving consumption patterns of Moroccans."

Moncef Belkhayat, President of H&S Invest Holding, expresses the Moroccan group’s pride in partnering "with an international reference player such as the Casino Group." "This strategic partnership will allow us to offer a new customer experience in the Moroccan market. By 2030, we aim to create more than 1,000 direct and indirect jobs across the Kingdom through the deployment of the Franprix and Monoprix brands," he added.

Already present in more than 20 countries, the Casino Group is already partnering with 472 franchised stores outside metropolitan France, representing 3.5% of its turnover in 2024. Founded in 2005, H&S Invest Holding is a key player in the production and distribution of food, hygiene, beauty, and health products. Its strategy focused on excellence, innovation, and governance in line with international standards has allowed it to establish itself as one of the pillars of the national economic fabric.