LabelVie is on a remarkable upward trajectory, closing 2024 with an unprecedented expansion and a significant boost in profitability. The retail giant opened 91 new stores in just one year—an impressive leap from the 24 added in 2023—solidifying its ambition to become a dominant force in Morocco’s supermarket industry.
During a board meeting held on February 26, 2025, under the leadership of Chairman Rachid Hadni, LabelVie confirmed its strong financial performance for the past year. The group’s revenue grew by 3.9%, reaching 16.4 billion dirhams, while sales increased by 3.2% to 14.6 billion dirhams.
This rapid expansion is driven by a multi-format, omnichannel strategy, which saw the launch of 61 Supeco stores, 6 Atacadao outlets, 12 Carrefour Markets, 11 Carrefour Express locations, and a new Carrefour hypermarket. These developments align with the company’s ambitious 2024-2028 strategic plan, which aims to quintuple the number of stores and double sales.
LabelVie’s financial strength is also reflected in its profitability. Thanks to an optimized management approach and an efficient purchasing strategy, the company’s EBITDA surged by 6.6% to 1.41 billion dirhams, representing 9.7% of total sales—nearing its highest-ever performance levels. Meanwhile, net profit climbed 6.7% to reach 559 million dirhams.
Further underlining its solid financial standing, the company announced a 14.3% increase in dividends per share, now set at 110.57 dirhams.
Staying true to its aggressive growth strategy, LabelVie maintained a high level of investment in 2024, committing 910 million dirhams to further expansion. The company remains focused on its long-term goal of surpassing 950 stores by 2028. In 2025, it plans to expand its retail space by 15-20% and aims to push its revenue beyond 19 billion dirhams.
With a strong financial foundation and a clear strategic vision, LabelVie is cementing its position as a key player in Morocco’s evolving retail landscape.
