Turkish Home Goods Retailer Madame Coco Exits Moroccan Market Amid Fierce Competition

While it had an ambitious development project in Morocco, Madame Coco has decided to leave Morocco after the failure of the first point of sale, on Rue Ain Taoujtat in Casablanca, to "regain profitability", reports Challenge. The multiple marketing and commercial attempts and inspirations to straighten out the situation have proven fruitless.

In 2019, 3H Partners (the Moroccan master-franchisee) and its franchisee had forged a partnership and wanted to make the first African adventure of this Turkish brand a real success with the opening of at least four points of sale in five years. But their business did not meet with success. The three partners of 3H Partners, namely Hajar Belahsen who has launched several entrepreneurial experiences (technodeal and Belcen in ready-to-wear), Fatine Mouline and Sidi Ahmed Jaouhari (Moroccan Partner Negoce), struggle to increase sales.

Yet the brand offers products mainly focused on bedding and good quality decorative items. The reason? The master franchisee of the brand of "inspiring products for living spaces" faces fierce competition: there are low-end Chinese products easily available everywhere, which avoids the consumer having to pay a "surcharge" for a particular brand. The slightly more premium brands with a much wider range (like Zara Home) also dominate the market.

Created in Istanbul in 2011, Madame Coco is present in 23 countries through more than 600 stores totaling a commercial area of more than 150,000 m².