Supeco has opened six new stores in February, taking its network in Morocco to 218 outlets nationwide.
The new shops are located in Skhirat, Salé, Kénitra and Témara, as the retailer steps up expansion in densely populated and fast-growing areas.
Two branches opened in Skhirat, in Lkhir and Mers Lkhir. Additional stores in Salé, Kénitra and Témara aim to strengthen the brand’s neighbourhood presence and meet daily household needs.
Supeco operates under the umbrella of Label’Vie Group. The backing allows it to negotiate competitive terms with suppliers and maintain low prices at a time when inflation continues to weigh on household budgets.
The chain follows a “soft discount” model, combining lower prices with individually packaged goods. The format targets middle-income consumers seeking value, while offering a wider range than hard discount rivals such as BIM.
The latest openings reflect a strategy focused on proximity. The group is targeting residential hubs along the Rabat and Casablanca corridor, where urban growth has accelerated. Clustering stores in nearby cities also helps cut transport costs and improve supply efficiency.
Supeco says its expansion is driven by urbanisation, price sensitivity and early investment in emerging neighbourhoods before property costs rise further.
