LabelVie Group has marked 40 years in business during its annual TopM internal convention, using the occasion to take stock of its performance and set priorities for the future.
The meeting focused on company unity and staff involvement, with leaders stressing the role of employees in the group’s growth in Morocco’s fast-changing retail sector.
From one shop to a nationwide chain
LabelVie started in 1986 with a single supermarket in Rabat. Over time, it grew into one of Morocco’s biggest retail groups.
A major turning point came in 2009 when it teamed up with Carrefour. That partnership allowed LabelVie to run Carrefour supermarkets, larger hypermarkets, and the Atacadão wholesale format.
The company was listed on the Casablanca Stock Exchange in 2008, which helped fund its expansion across the country. More recently, it has changed how it manages supply, moving to central warehouses instead of direct deliveries to each store, helping improve availability and keep prices more stable.
A tougher retail landscape
The anniversary comes at a time when Morocco’s retail market is becoming more competitive.
Low-cost chains like BIM have grown quickly, pushing LabelVie to expand its Atacadão stores, which focus on bulk and lower-priced goods for families and small businesses.
The group is also investing more in online shopping. Its Bringo app is part of efforts to combine physical stores with digital services, especially to reach younger customers.
Sustainability has also become a bigger focus. LabelVie is increasing its work with local farming groups to source more Moroccan-made products, reducing imports and supporting the domestic economy.
