As urban growth transforms Morocco’s cities, Marjane Holding is seizing the opportunity to bring sustainable, neighborhood-focused shopping to new areas. Dominating over 12% of Morocco’s retail sector, Marjane is redefining proximity shopping with its Marjane City stores, compact 350-square-meter outlets launched in November 2023 that cater to the daily needs of city dwellers. Each store emphasizes essential products and incorporates a café, offering a social and welcoming environment that encourages community interaction beyond just shopping.
Marjane City has seen rapid expansion. In just one year, Marjane established a strong presence along the Casablanca-Rabat corridor, including in strategic Casablanca neighborhoods like Gauthier, Californie, and Bourgogne. With additional openings planned in Racine and along the bustling Massira Boulevard, Casablanca will have seven Marjane City stores by the end of the year. Expansion plans extend north to Tangier, further anchoring Marjane’s presence and making sustainable shopping accessible across Morocco.
A commitment to quality and local talent
In tandem with its growth, Marjane Holding has launched a targeted hiring initiative, seeking talent in retail management and customer service. By hiring skilled and adaptable employees, Marjane aims to create a welcoming experience in every store, with each customer receiving personalized assistance and knowledgeable advice. Training programs ensure that staff are equipped to maintain the high standards that Marjane City stores uphold, enhancing the brand’s reputation as a friendly, neighborhood-oriented chain.
Eco-friendly practices with “Filière M”
Marjane’s sustainability goals go beyond convenience stores. Through its “Filière M” initiative, launched in 2019, Marjane supports a more sustainable and fair agricultural system. The eco-label Filière M, recognized at the “Moroccan Consumer Days” awards, brings together over 60 producers, including 15 cooperatives, to champion local, environmentally conscious farming. This program aims to reduce water consumption by 50% through advanced water management techniques and soil protection methods. The participating farmers benefit from technical support to meet rigorous quality, traceability, and profitability standards, ensuring they grow sustainably while producing high-quality goods for Marjane shelves.
Energy savings and waste reduction
Marjane Holding has also taken strides to minimize its environmental footprint across its 41 hypermarkets in 27 cities. Through an energy reduction plan, the company aims to cut its annual energy consumption by 7%, amounting to a savings of 4 million kWh. These efforts include the installation of skylights to maximize natural lighting, switching out traditional neon lighting for energy-efficient LEDs, and implementing advanced systems for climate control and refrigeration.
Beyond energy, Marjane has rolled out a comprehensive waste management and recycling program. A collaboration with a Dutch company allows customers to recycle plastic bottles in exchange for loyalty rewards. Additionally, Marjane replaced single-use plastic bags with reusable ones, demonstrating a commitment to reducing plastic waste in Morocco.
Promoting awareness for a greener future
Marjane’s approach to sustainability doesn’t stop at operational changes. By encouraging both its partners and customers to adopt greener habits, the company plays an active role in Morocco’s energy transition. Leveraging technological innovations, Marjane reduces its ecological footprint while optimizing energy costs, part of a longer-term strategy to promote responsible energy consumption among clients and collaborators alike.
In addition to sustainability, Marjane is also committed to listening to its customers’ needs. Through innovative tools that gather customer feedback, Marjane City adapts its offerings to fit local preferences, setting itself apart from competitors focused solely on low prices. Marjane’s model for growth is clear: combining proximity, sustainability, and customer-driven service to create a lasting impact on Moroccan retail.
With these initiatives, Marjane Holding isn’t just expanding its reach; it’s establishing a model for sustainable retail that aligns with Morocco’s environmental goals while strengthening local economies. This unique blend of community-focused shopping, eco-friendly practices, and local support promises to shape the future of retail in Morocco, making Marjane a leader in sustainable, neighborhood-centered retail.
