Six years after the launch of Supeco, the Label'Vie Group is putting the turbo into the development of this local brand which had started very timidly until the end of 2023.
The leading food distributor in Morocco with nearly 190 stores at the end of 2024 (all formats combined) for an operated commercial area of nearly 270,000 m² (the equivalent of around forty football stadiums!), has been operating over the In recent months, a most ambitious expansion plan for its branch dedicated to small distribution (i.e. stores with an area of less than 200 m2). Also, Supeco, whose first store was inaugurated in total discretion in 2018, simply tripled in size in 2024 by increasing its network of 19 stores at the end of 2023, to around sixty barely a year later (with a cumulative surface area of 6,000 m² compared to 2,790 m² at the end of 2023).
Read also | Label'Vie's turnover increased in the first half
This cavalcade is the response of the group founded by Zouhair Bennani to the full sail progress of the newcomer Kazyon which, in one year of presence in Morocco, has already crossed the threshold of 100 convenience stores, but also of the current leader in this segment (the Turkish BIM) which, stung by the entry into the running of the subsidiary of the group founded by the Egyptian businessman Hassan Heikal, significantly accelerated the pace of its openings during the year which ends.
Read also | Mohamed Benmezouara, CEO of Kazyon Maroc: “We plan to open 150 new stores”
And according to sources close to the Label'Vie Group, Supeco should not stop there with the objective for the year 2025, to reach 150 stores and also to begin the extension outside Casablanca by positioning itself as a local brand, guaranteeing the availability of essential products at the lowest prices.
Let us recall that at the end of the 2023 financial year, the Label'Vie Group achieved a consolidated turnover of 15.8 billion dirhams in 2023, an increase of 13% compared to 2022 and a consolidated EBITDA of 1 .3 billion dirhams.
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