Supeco has opened 95 new stores in Morocco since the start of 2026. The new stores are spread across 14 cities, including Casablanca, Salé, Kénitra, Témara, Tangier, Marrakech and Tétouan. The expansion gives Supeco a bigger presence in cities and residential areas outside the main urban centres. It also means new jobs and new teams working across the stores.
Supeco is run by Label’Vie, the company that operates Carrefour in Morocco. Its stores combine a supermarket with a cash-and-carry format. They serve regular shoppers as well as small businesses such as hotels, restaurants and cafés.
A typical Supeco store covers between 700 and 1,500 square metres. It carries about 2,500 to 3,500 products, including groceries, cleaning products, fresh food and other everyday goods.
The stores use a discount model. Customers can get lower prices when they buy larger quantities.
The expansion comes as modern grocery retail continues to grow. Supermarkets and other modern retailers account for about 15% to 20% of the grocery market, while traditional neighbourhood shops still serve most shoppers.
Discount stores are also moving into smaller cities and areas outside major urban centres. The model allows retailers to target customers looking for lower prices while keeping stores relatively small.
Supeco’s new stores cover several parts of the country. The Rabat-Salé-Kénitra area includes Salé, Kénitra, Témara, Skhirat, Aïn Aouda and Khémisset.
The Grand Casablanca-Settat area includes Casablanca, Mohammedia, El Jadida, Settat and Benslimane. Tangier, Tétouan and Marrakech are also part of the expansion.
