French Retailer Kiabi Expands to 15 Stores Across Morocco, Plans Further Growth

In Morocco, Kiabi is present in 10 cities, namely Casablanca, Rabat, Mohammedia, Marrakech, Fez, Tangier, Tetouan, Oujda, Kenitra and Meknes. The new store installed in Casablanca reflects Kiabi’s insatiable appetite. "It covers 1,154 m2 and required an investment of 10 million dirhams, excluding stock," reports the newspaper l’Economiste.

Indeed, the economic newspaper indicates that in its expansion plan, "the brand is aiming for another opening in 2019, in Rabat, and 20 points of sale by 2021". The French company Kiabi offers "more than 6,000 references per season, a hundred new items per week, designed in France by a team of 56 in-house stylists, with collections for women, men, children, babies, not to mention plus sizes and maternity".

To achieve its objectives, Kiabi relies on a network of 505 stores worldwide. This allowed it to achieve "a turnover of 1.9 billion euros in 2018. As for Morocco, it represents "about 2% of global sales", with more than 1.6 million local customers served in its stores in 2018.

"We are convinced to increase this proportion, hence our opening and growth projects," said Sylvain Dubuisson, in charge of International Franchise and Support Development at Kiabi, who points out that "the brand produces more in Morocco than it sells".