French retailer Casino group has partnered with Moroccan H&S Invest Holding to open more than 210 convenience stores under the Franprix and Monoprix brands across Morocco over the next ten years.
The partnership agreement was signed Monday in Rabat by Moncef Belkhayat,President of H&S Invest Holding,and Philippe Palazzi,CEO of Groupe Casino.
The signing ceremony was attended by Ryad Mezzour,Minister of Industry and Trade,and Christophe Lecourtier,French Ambassador to Morocco.
Through this groundbreaking alliance,H&S Invest Holding strengthens its retail division and brings two iconic French convenience store brands to the Moroccan market. This large-scale operation is spearheaded by a new independent subsidiary,with a projected investment of over $108 million between 2025 and 2027.
The partnership marks a decisive step in Casino Group’s new international expansion strategy,which is leveraging franchising to strengthen the presence of its emblematic brands outside of France.
For H&S Invest Holding,a Moroccan multi-business group specializing in essential sectors,this partnership is part of a drive to diversify its retail division. By introducing Franprix and Monoprix in Morocco,the group aims to enrich the country’s convenience retail offering with innovative concepts combining quality food products,fast food,everyday services and a digitalized customer experience.
The first stores will open in 2026,focusing on quality,convenience,a range of carefully selected fresh produce and a high proportion of local products.
Philippe Palazzi,CEO of Casino Group,said: “This partnership with H&S Invest Holding is fully in line with our strategy of expanding internationally 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. Thanks to H&S Invest Holding’s deep local roots and solid operations,we will be able to rapidly roll out a network of high-performance convenience stores in step with changing consumer habits in Morocco.”
Moncef Belkhayat,Chairman of H&S Invest Holding,pointed out “We are proud to be partnering with a major international player like Casino Group. This strategic partnership will enable 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 roll-out of the Franprix and Monoprix banners.”
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