As global retail faces sweeping change, Morocco’s LabelVie is charting a bold and distinctive course. The company is embracing a multi-format model rooted in digital innovation, community responsibility, and measurable impact. For LabelVie, 2024 has proven to be a pivotal year—one marked by unprecedented growth, a sharp digital pivot, and a deeper commitment to environmental, social, and governance priorities. What unfolded over the past twelve months is nothing short of a strategic transformation.
In a remarkable show of expansion, LabelVie opened 91 new stores this year, underscoring its commitment to bringing its retail presence closer to Moroccan consumers. The rollout spanned 33 cities, including four newcomers to the LabelVie map: Kalâa Sraghna, Youssoufia, Taroudant, and Taourirt. These additions signal more than just growth—they reflect a major logistical and geographic leap for the group. A flagship hypermarket in Béni Mellal, six Atacadão locations across the country, and 61 Supeco outlets in Casablanca highlight the strength of a multi-format strategy that adapts to every shopper’s need, from bulk buying to budget-friendly essentials.
The digital revolution has also taken firm root. E-commerce surged by 85% in just one year, fueled largely by the rapid expansion of Bringo, the company’s express delivery platform now active in nine cities. Bringo’s user experience has evolved dramatically, introducing live chat features that connect customers directly with the person assembling their order and the delivery driver. The service’s ability to handle even holiday-specific requests—like video consultations for ordering sheep for Eid—demonstrates a level of personalization few competitors can match.
Behind the scenes, LabelVie has upgraded its digital backbone. It now operates with a centralized data platform, predictive AI modules for supply chain optimization through Relex Solutions, dynamic pricing tools, and customer-behavior-driven analytics. The company is not just investing in technology—it’s committing to becoming a fully data-driven organization, where every strategic move is backed by real-time insights and customer satisfaction metrics.
This operational evolution has gone hand in hand with a renewed sense of social responsibility. 2024 marked the completion of an extensive dual-materiality assessment, a critical step in building a comprehensive ESG roadmap. This involved working closely with both internal teams and external stakeholders to pinpoint the issues that matter most in terms of social impact, environmental footprint, and governance standards.
The outcomes speak volumes: LabelVie has generated over 12,000 jobs, directly and indirectly. Nearly all of its employees—98%—have undergone training. Forty thousand people have benefited from its LabelSolidaire program, which aims to support vulnerable communities. The company has also stepped up efforts to reduce carbon emissions and improve waste sorting and recovery processes. Meanwhile, its audit committee has been revamped into a broader Audit & Risk Committee to ensure ESG considerations are embedded in top-level decision-making.
Through its suite of retail brands—Carrefour (hypermarchés, markets, express), Atacadão, Supeco, and Bringo—LabelVie offers a finely tuned response to Morocco’s diverse consumer base. Carrefour Express has become the go-to urban convenience store. Supeco, with its discount-driven model, serves neighborhoods with affordability in mind. Atacadão leads the way in wholesale and deep-discount shopping, while Carrefour Market targets city centers with fresh, quality offerings.
The company is also opening doors for aspiring entrepreneurs. The Carrefour Partner Program, launched in 2023 and showcased at Franchise Expo Paris this year, offers newcomers the chance to open their own franchised store with full support from LabelVie. It’s an initiative designed to democratize retail entrepreneurship and foster new business opportunities across the country.
As part of its 2024–2028 strategic plan, LabelVie is aiming for 27.9 billion dirhams in revenue and an EBITDA margin of 9.3%. Already this year, the company hit 16.4 billion dirhams in sales—up 3.9% from the previous year—and increased its dividend payout by 14.3%, reaching 110.57 dirhams per share. This strong performance is the result of tight financial management and aggressive investment in high-potential retail formats.
Governance remains a key focus. LabelVie’s 13-member board includes four independent directors and nearly one-quarter women. With a 95% attendance rate and a clear separation between executive and oversight roles, the company is setting a standard for responsible leadership. Internal auditing has become a strategic asset, not just for compliance, but as a catalyst for continuous improvement across the business.
