With nearly 8,000 employees and a retail presence spanning 225 locations across Morocco’s largest cities, Label’Vie is steadily strengthening its position in the country’s competitive grocery market. In the first half of 2024 alone, the group launched 11 new outlets—expanding its footprint to more than 190 stores. The latest additions include various formats under the Carrefour brand, such as Carrefour Market, Carrefour Express, and Supeco, as well as one new Atacadao location.
At the same time, Label’Vie expanded its portfolio by taking majority control—over 97%—of four additional companies: FNAC, Fusion International, Profusion Conseil, and E-Maxi. This broader diversification push helped drive the group’s revenue to 15.7 billion dirhams for 2024, a strong showing despite persistent economic pressures and reduced consumer purchasing power.
Looking ahead, the company is targeting a major leap in revenue, aiming to hit 28 billion dirhams by 2028. That would mark a significant jump from the 15.8 billion dirhams posted in 2023. To reach this goal, Label’Vie is banking on innovation, digital transformation, and deepening customer loyalty.
A standout example of this customer-focused strategy is Bringo, the company’s delivery app designed to make online shopping more interactive and personalized. Through Bringo, customers can communicate directly with the person preparing their order, allowing them to make real-time adjustments based on availability and preferences. This level of customization plays a key role in Label’Vie’s broader commitment to enhancing customer satisfaction—an increasingly central metric for its leadership.
Technology is a cornerstone of the group’s transformation strategy. Over the past three years, digitalization has touched nearly every part of the business. In addition to Bringo, the company has rolled out a fully digital loyalty program and implemented DLC Mémo, a solution aimed at minimizing food waste. These efforts are backed by modernized systems and improved data analytics, helping to boost efficiency and streamline operations.
But Label’Vie’s evolution isn’t driven by technology alone. The group’s multi-format model allows it to cater to different consumer segments. Atacadao, for instance, operates under a cash-and-carry approach originally geared toward professionals but now accessible to everyday shoppers. Meanwhile, Supeco offers a soft-discount experience focused on value—a clear nod to budget-conscious consumers.
To fund this aggressive growth plan, Label’Vie recently raised 1.5 billion dirhams through a private bond placement. The move is intended to diversify its sources of capital while keeping financing costs in check. That financial flexibility will be critical as the company fends off new competition, including the arrival of international chains like Egypt’s Kazyon.
In 2024, Morocco’s food retail sector generated over 40.9 billion dirhams. With traditional grocery stores modernizing and foreign brands entering the scene, the battle for market share is intensifying. Label’Vie knows the terrain is shifting—and it’s moving quickly to stay ahead.
