The Egyptian food retail chain Kazyon has made an impressive entry into the Moroccan market, shaking up the sector with its rapid expansion. In just one year, Kazyon has opened nearly 120 stores across the country, challenging the dominance of BIM Store, the Moroccan subsidiary of the Turkish retail giant. This swift growth signals the start of a fierce rivalry, which is expected to benefit Moroccan consumers through more competitive pricing and better service offerings.
Kazyon’s rapid rise
Since its launch in Morocco in 2023, Kazyon has set a new pace for the grocery sector, opening stores at an unprecedented rate. This aggressive expansion reflects the company’s ambitious plan to quickly establish itself in a market historically led by BIM, which has been a major player in the small-format retail sector.
Kazyon’s strategy is clear: take the lead through rapid market penetration. The brand’s expansion has been backed by a workforce that has already surpassed 1,000 employees, with plans to reach over 2,000 staff as it targets the opening of 300 additional stores by next year. This local hiring push not only fuels Kazyon’s growth but also strengthens its integration into the Moroccan economy, offering new job opportunities and contributing to regional development.
BIM’s counteroffensive
Facing Kazyon’s rapid rise, BIM Store has responded with a counteroffensive to defend its leadership. Over the past year, BIM has opened more than 70 new stores—an acceleration compared to the previous year’s 60 openings. With over 730 stores and four logistics centers across the country, BIM remains a key player in Morocco’s modern retail sector. However, the arrival of Kazyon has forced the Turkish giant to step up its game and safeguard its market share.
BIM’s strategy revolves around leveraging its extensive network and experience, ensuring it maintains a significant presence in Morocco. But the brand is also feeling the pressure from Kazyon’s aggressive growth plan, which could disrupt the balance of power in the coming years.
Consumer benefits from intensified competition
The direct beneficiaries of this retail rivalry are Moroccan consumers. As both Kazyon and BIM vie for market dominance, they are introducing competitive pricing strategies while maintaining high standards of quality, safety, and hygiene. This competition also encourages innovation in customer service and the overall shopping experience, ultimately improving the retail landscape.
With BIM’s well-established network and Kazyon’s rapid expansion, the Moroccan grocery market is undergoing significant transformation. While BIM holds the advantage of being a long-standing player, Kazyon’s bold strategy to open 300 stores within the next year sets a high bar for its competitors.
The future of Morocco’s retail market
As Kazyon and BIM battle for supremacy, the Moroccan retail sector is set to experience profound changes. With both brands pushing for increased market share, consumers can expect a wider range of choices, competitive prices, and continuous improvements in service. This intense competition signals a new era for modern retail in Morocco, where the stakes are high, and the winners will be those who can best adapt and innovate.
In this unfolding retail war, it is the Moroccan shoppers who stand to gain the most, as they benefit from better deals, greater variety, and an overall enhanced shopping experience. The showdown between Kazyon and BIM is just beginning, but it is already reshaping the future of Morocco’s grocery market.
