Moroccan retail group LabelVie has posted strong results for 2025, reporting a 13.7% rise in retail sales to 15.87 billion MAD. Total revenue increased 12.9% to 18.53 billion MAD, up from 16.42 billion MAD in 2024.
The group said the growth was driven by operational improvements, commercial initiatives, and digital transformation.
Record store openings
LabelVie opened 141 new stores last year, up from 91 in 2024, across several formats. This included 128 new Supeco outlets, with 42 concentrated in the Rabat-Salé-Kénitra region, three new Carrefour hypermarkets in Casablanca, four Atacadao stores in three cities, and six convenience stores, made up of three Carrefour Market and three Carrefour Express locations. Comparable store sales grew 3.5%, supported by higher customer traffic and a more favourable economic environment.
Profit and investment
EBITDA rose 10.3% to 1.56 billion MAD, giving a 9.5% margin, while net profit increased 6.1% to 593 million MAD. The group invested 1.21 billion MAD during the year and issued a 1.5 billion MAD bond to support its expansion plans. Net debt closed at 4.61 billion MAD, with a debt ratio of 54.8%.
Shareholders and future plans
The board has proposed a dividend of 120 MAD per share, an 8.5% increase on 2024. Looking ahead, LabelVie plans further multi-format growth and aims to reach 28 billion MAD in revenue by 2028, while maintaining an EBITDA margin around 9.3%. With Morocco’s economy expected to grow by 5% in 2026, the company is well placed to benefit from rising consumer demand.
Background
LabelVie was founded in 1985 as Hyper S.A., opening its first store in Rabat in 1986. It rebranded to LabelVie in 2001 and listed on the Casablanca Stock Exchange in 2008. A 2009 franchise agreement with Carrefour gave it exclusive rights to operate Carrefour stores in Morocco, helping it expand rapidly across hypermarkets, supermarkets, and convenience stores.
Today, the group is one of Morocco’s leading modern retail operators.
