In Morocco’s retail landscape, one name stands out as a game-changer: Zouhair Bennani. As the driving force behind Retail Holding, Bennani has transformed a constantly evolving market into a launchpad for innovation, growth, and excellence.
The story began in 1986 with the opening of a modest supermarket in Rabat. Few could have predicted that this would be the cornerstone of a vast retail empire. Through strategic vision and entrepreneurial courage, Bennani methodically built Retail Holding, now synonymous with household names like Carrefour, Atacadão, and Label’Vie.
Bennani’s formula for success is as straightforward as it is effective: an acute understanding of consumer needs, foresight in market trends, and an unyielding passion for pushing boundaries. His approach mirrors that of Sam Walton, Walmart’s legendary founder, who transformed retail by prioritizing accessibility and affordability.
Vision 2028: A blueprint for expansion
Retail Holding’s Vision 2028 is nothing short of audacious. The plan seeks to cement the group’s leadership in Morocco while extending its footprint internationally. By 2028, the group aims to operate 953 stores, a dramatic increase from the 179 outlets in 2023.
This ambitious goal is underpinned by a multi-format strategy encompassing hypermarkets, supermarkets, and convenience stores, designed to meet diverse consumer needs—from everyday essentials to larger purchases.
“Vision 2028 is more than a growth plan; it’s a philosophy. We aim to be wherever our customers need us, offering tailored and accessible solutions,” says a close associate of Bennani.
International foray: Atacadão lands in France
In 2024, Retail Holding made headlines with the launch of its first Atacadão store in Aulnay-sous-Bois, near Paris. This cash-and-carry concept, tailored for both professionals and individuals, quickly resonated with price-sensitive consumers amid Europe’s cost-of-living crisis.
Often compared to Costco, Atacadão combines competitive pricing with an efficient shopping experience. Its success in France has paved the way for potential expansion to other cities across Europe.
A balanced approach: Growth at home and abroad
While international expansion is a priority, Bennani remains deeply committed to Morocco. The group’s recent opening of a Carrefour Market in Béni Mellal underscores this dedication. This 7,000-square-meter store, built with a 100-million-dirham investment, employs 220 people, highlighting the economic impact of Retail Holding’s projects.
The strategy balances modernizing existing infrastructure with tapping into underserved areas, ensuring equitable growth across regions.
A Moroccan Sam Walton?
Bennani is often likened to Sam Walton, the retail titan who turned Walmart from a small rural store into a global powerhouse. Both men share a vision of making essential goods accessible to all while streamlining operations to maintain competitive pricing.
However, Bennani has tailored Walton’s philosophy to suit Morocco’s unique socio-economic fabric and international ambitions. His multi-format retail strategy caters to a wide array of consumer needs, from budget-conscious shoppers to professional clients.
Blending local roots with global reach
Under Bennani’s leadership, Retail Holding has redefined modern retail in Morocco and beyond. With Atacadão’s foray into France, alongside the continuous growth of Carrefour and Label’Vie in Morocco, Bennani exemplifies a contemporary, globalized version of Walton’s legacy. His approach marries innovation, efficiency, and a deep connection to local markets, presenting a sustainable and inclusive model of retail excellence.
As Bennani leads Retail Holding into the future, his vision of democratizing access to quality goods and redefining retail standards continues to inspire.
