French supermarket brands Franprix and Monoprix are making a bold move into Morocco, thanks to a new partnership between the French retail giant Casino and the Moroccan investment firm H&S Invest Holding. The deal, officially signed in Rabat on Monday, grants H&S exclusive franchise rights for both chains in Morocco—a development hailed as a significant step in the country’s evolving retail landscape.
The signing ceremony was attended by Morocco’s Minister of Industry and Trade, Ryad Mezzour, and France’s ambassador to Morocco, Christophe Lecourtier. Leading the agreement were Moncef Belkhayat, chairman of H&S Invest Holding, and Philippe Palazzi, CEO of Casino. This collaboration marks another milestone in H&S’s broader strategy to diversify its investments, following its recent acquisition of the ice cream brand Venezia Ice.
Under the agreement, H&S aims to roll out a strong network of neighborhood stores starting in 2026. The focus will be on fresh produce, a carefully curated selection of local products, and services tailored to modern consumer habits. The initiative isn’t just about opening new shops—it’s about reshaping how Moroccans experience convenience retail.
To support this transformation, H&S will establish a dedicated supply center designed not only to serve the new Franprix and Monoprix stores but also to assist independent grocery shops across the country. The goal is to create a streamlined logistics system offering a wide array of food items, quick-service meal solutions, and everyday essentials—all designed to elevate customer experience and meet changing expectations.
Belkhayat sees the partnership as a game-changer for Moroccan retail, promising a fresh approach to convenience shopping that blends global standards with local relevance. Over the next five years, the project is expected to generate more than a thousand new jobs, driven by both the store rollouts and the infrastructure supporting them.
For Casino, the agreement fits neatly into its global expansion plan, which is increasingly focused on franchise partnerships. Palazzi emphasized the synergy between Casino’s logistical know-how and H&S’s deep understanding of the Moroccan market—an alignment he believes will enable a swift and efficient launch of the brands.
