On October 11, Bricoma marked its 20th anniversary, celebrating two decades of innovation and growth that have not only transformed the Filali Chahad family business but also revolutionized the do-it-yourself (DIY) sector in Morocco. Before Bricoma’s launch in 2004, the concept of large-scale DIY stores was virtually non-existent in the country. What started as a bold venture by Mohamed Filali Chahad has since blossomed into a nationwide success story, with Bricoma establishing itself as Morocco’s leading DIY retailer. Over the past 20 years, the company has expanded its presence with 20 additional stores, standing strong even as multinational competitors entered the market.
The 20th anniversary celebration was a moment filled with emotion and ambition. Mohamed Filali Chahad, CEO of Bricoma Holding, addressed an audience of guests, partners, and employees, humbly acknowledging the pivotal role they played in the company’s success. He reflected on the early challenges of 2004, when many doubted that a store entirely dedicated to DIY could thrive in Morocco. “We took the risk of venturing into an unknown sector in Morocco,” Chahad remarked. “But thanks to your trust and our perseverance, we have succeeded in changing perceptions and building a successful business.”
At the time, many were skeptical about the viability of the project, given the abundance of traditional hardware stores (“drogueries”) and the availability of affordable labor. The general sentiment was that Moroccans were not inclined to undertake DIY projects themselves. However, Chahad, drawing from his extensive experience in the field, was determined to prove otherwise.
Born in Fes in 1953, Chahad was deeply involved in his family’s business from a young age. By 18, he was already leading a successful venture in hardware sales, which soon became the primary focus of the family business. This early success laid the foundation for what would become Bricoma.
In 2004, Bricoma opened its first store in Rabat, quickly followed by a second in 2005. The stores became the cornerstone of Morocco’s emerging DIY culture, catering to both amateur enthusiasts and professionals. Over the years, Bricoma expanded rapidly, with stores offering a wide range of tools, materials, and expert advice. The company’s proximity to customers, through easily accessible stores, played a crucial role in shaping a new generation of DIYers across the country.
Today, Bricoma boasts more than 60,000 square meters of retail space across 20 stores in 15 Moroccan cities. The brand has not only established itself as a leading retailer but also as a catalyst for the development of Morocco’s DIY market, helping consumers embrace the practice by offering high-quality products at competitive prices.
Looking toward the future, Bricoma is poised for further growth. The company plans to expand its network to 25 stores by the end of 2025, with new openings in Dar Bouazza, Tetouan, and Inezgane. This expansion is expected to increase its total retail space to over 75,000 square meters. By 2030, the company aims to reach 30 stores, with each new opening representing a significant investment and creating around 40 permanent jobs.
Although Bricoma has received numerous requests from investors for franchising opportunities in Morocco and sub-Saharan Africa, Mohamed Filali Chahad has taken a cautious approach. “I’m not ready yet,” he often says. “There’s still a lot to do in Morocco.” The idea of franchising is, however, gaining traction within the family, and they plan to consider it once their new central purchasing office and headquarters in Bouskoura are completed by 2025.
Despite facing competition from multinational brands like Mr. Bricolage, Bricoma has managed to maintain a commanding lead in the Moroccan market, with a size three to four times larger than its closest rivals. With annual revenues surpassing one billion dirhams, Bricoma has joined the exclusive club of independent Moroccan companies to achieve such success.
As the company moves forward, the Filali Chahad family remains confident in Bricoma’s potential for continued growth. With plans for further expansion and a strong commitment to innovation, the family is preparing the next generation to take the reins and lead Bricoma to even greater heights in the years to come.
