How can we explain this rapid growth of Kazyon in Morocco? “There are no big secrets to Kazyon’s rapid expansion. Above all, I have the chance to work with a local, dynamic and motivated team, the majority of whom have extensive experience in the development of local stores. We have implemented a rigorous and well-optimized operational model, which allows us to reduce lead times and ensure consistent quality at each point of sale. Our centralized supply chain has been optimized to support this rapid expansion. By working closely with our suppliers and streamlining our logistics processes, we guarantee available and quality products in each store, even during periods of strong growth,” responded Mohamed Benmezouara in an interview with Challenge.
Kazyon aims to “become a major player in the discount distribution sector” in Morocco. “Our goal is to make essential products accessible to everyone, maintaining attractive prices without compromising quality. We are also committed to supporting local suppliers and creating employment opportunities in the regions where we operate. You should know that the investment planned for the first 4 years is 144 million dollars,” explained the CEO before revealing one of Kazyon’s secrets of success: “We have our own way of operating to better serve our customers. . Our rapid growth demonstrates our commitment to making our products accessible to as many people as possible. Our project remains 100% bearer of the Moroccan identity, intended for all Moroccans, through 100% Moroccan young skills and with local partners and suppliers.”
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To further distinguish itself from other hard-discount brands in Morocco, Kazyon has already “started [son] loyalty program to reward [ses] customers” and will soon launch into the production and marketing of its own brands, indicated Mohamed Benmezouara, stressing that “Kazyon stands out for rapid expansion, a strong commitment to the local economy, a competitive pricing strategy and capacity constant innovation, making us a unique player in the Moroccan hard-discount market. Even if notable progress has been recorded (development of the agri-food industry, improvement of the logistics sector, vote on the law governing rental, demographic growth favoring investment and the emergence of more middle class, etc.), the hard-discount sector in Morocco remains faced with a certain number of challenges.
“With rising raw material costs and economic fluctuations, keeping prices low becomes a constant challenge. In hard-discounting, where margins are already reduced, managing this inflation while remaining competitive is a constant priority. By reducing our structural costs and adopting an approach to avoid all unnecessary charges, we are able to generate respectable revenues by being the most interesting destination on the market for our customers,” declared the CEO. In the medium and long term, Kazyon plans to open 150 new stores in Morocco in 2025 and strengthen its presence in all regions of Morocco. “We will continue to support local suppliers and create employment opportunities, thus contributing positively to the Moroccan economy…” he concluded.
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