Morocco’s Retail Sector Rebounds as International Brands Make Comeback

Last year, the franchise market in Morocco evolved at an unprecedented pace. It generated a turnover of 20 billion dirhams, marking a return to growth after a difficult period linked to the pandemic and inflation. The second half of 2024 was marked by a significant recovery in consumption and a strengthening of investor confidence, says Mohamed El Fane, president of the Moroccan Franchise Federation (FMF) cited by L’Économiste. Currently, the mall and shopping center sector has 745 networks, of which 84% are international brands.

The sector should benefit from the organization of major international events, such as the Africa Cup of Nations (CAN Morocco 2025) and the 2030 World Cup, the ambition of the FMF being to increase investments and attract new prestigious brands. The mall and shopping center sector should indeed benefit from more than 10 billion dirhams in investments by 2030, allowing the creation of 20,000 direct and indirect jobs, it is specified. It is also planned to expand the commercial areas, exceeding 500,000 square meters, which will promote the emergence of new consumption hubs in cities like Casablanca, Rabat, Marrakech, Agadir and Tangier.

Foreign investors are showing interest in the sector. A hundred requests are recorded each week to set up new franchises in Morocco, El Fane also said, also calling for a reduction in customs duties. These have increased from 25 to 40% between 2022 and 2023, strongly impacting imports. A maximum threshold of 20 to 25%, would, according to the president of the FMF, ensure the competitiveness of franchises and maintain selling prices in line with international standards.