• French retailer Casino partners with Morocco’s H&S Invest Holding to open 210 Franprix and Monoprix stores by 2035

• The move follows a similar agreement in Egypt to launch 30 stores by 2028

• Casino’s expansion strategy aligns with the booming MENA retail market, projected to hit $1.4 trillion by 2032

Casino Group, one of France’s leading mass-market retailers, has announced an aggressive expansion strategy in North Africa, starting with a large-scale rollout in Morocco. On May 26, General Manager Philippe Palazzi signed a partnership agreement with H&S Invest Holding, a Moroccan investment firm, granting it exclusive franchise rights to develop the Franprix and Monoprix brands in the country.

The agreement outlines plans to open up to 210 stores by 2035, with the first outlets expected in 2026. Both parties described the deal as a key milestone in Casino’s global strategy to expand its international footprint through franchising.

This announcement comes shortly after a similar initiative in Egypt, where Monoprix revealed plans in early May to open 30 stores by 2028 via a partnership with Egyptian retailer TMT.

Casino’s expansion aligns with strong growth projections for the MENA retail market. According to research from Fortune Business Insights, the Middle East and North Africa’s retail sector was valued at $808.5 billion in 2024, with expectations to reach $1.401 trillion by 2032, reflecting an average annual growth rate of 7.3%.

However, Casino will face intense competition in North Africa, particularly in Morocco, where the retail landscape is dominated by established local players such as Marjane Holding, Label’Vie, and Ynna Holding, as well as Turkish retailer BIM, which operates numerous supermarkets and hypermarkets across the country.

The group’s expansion marks a significant step in leveraging brand strength across high-growth international markets while adapting to regional dynamics and consumer demand.