Moroccan Retail Giant Atacadão Fuels Label’Vie’s Explosive Growth, Eyes 19 Billion Dirham Target

The Label’Vie group achieved a turnover of 8.72 billion dirhams in the second quarter of 2025. This excellent performance is largely due to Atacadão, a hypermarket format launched in Morocco in 2011, reports the magazine Jeune Afrique. This brand saw its turnover jump by 20.7% in the second quarter of 2025 compared to the same period in 2024. A performance superior to all the other brands in the group.

The success of this brand is explained by its hybrid model based on low prices, large volumes and a dual customer base, composed of both individuals and small professionals. "The commercial momentum is there across all our brands, but Atacadão remains the main growth driver," says the group’s management.

With these performances, the Label’Vie group sees big things for the next three years. "This second quarter reinforces our multi-format strategy and the relevance of our strategic choices. We are moving forward with confidence in the implementation of our 2028 vision," says Naoual Ben Amar, CEO of the group. Label’Vie plans to reach 19 billion dirhams in annual turnover and expand sales areas by 15 to 20%.