Planned Expansion of Casinos in Morocco: Anticipated Opening of 210 Franprix and Monoprix Outlets by 2035
French retailer Casino Group has partnered with H&S Invest Holding to establish 210 Franprix and Monoprix stores in Morocco by 2035. This strategic alliance is part of Casino Group's goal to boost its global presence and adapt to local consumption trends.
The French distributor announced the agreement on May 26, 2025. H&S Invest Holding, a Moroccan multi-sector group specializing in lifestyle economics, will spearhead the retail sector diversification with this partnership. The initial stores are scheduled to open in 2026, aiming to create over 1,000 jobs across Morocco by 2030.
Casino Group's CEO, Philippe Palazzi, expressed that the partnership fully aligns with the international development strategy through franchising. He believes the local anchorage and operational strength of H&S Invest Holding will enable a quick deployment of high-performing proximity stores, catering to the evolving consumption habits in Morocco.
Present in over 20 countries, the Casino Group, controlled by Czech billionaire Daniel Kretinsky, already collaborates with 472 franchised stores outside the metropole, contributing to 3.5% of its projected 2024 turnover. In the first quarter of 2025, its sales declined by 5%, totaling €2 billion (tax-exclusive).
Casino Group plans to deploy its everyday brands, namely Franprix and Monoprix, in Morocco under this partnership. The group seeks a comprehensive expansion in the country by 2035.
The partnership between Casino Group and H&S Invest Holding is expected to drive finance and retail growth in Morocco, as over 1,000 jobs are anticipated to be created by 2030. In line with Casino Group's international development strategy, the deployment of their everyday brands, such as Franprix and Monoprix, aims to adapt to local consumption trends and boost the global presence of the group, especially in the finance, retail, and consumption industry sectors.
