Shoppers across Morocco are likely to see more LabelVie stores popping up this year as the retailer pushes ahead with an ambitious expansion plan.
The company expects sales to grow by about 15% in 2026, helped by new store openings and a major merger that will reshape the business.
In May 2026, LabelVie and Retail Holding agreed to merge. Retail Holding will absorb LabelVie to form a large multi-brand retail group listed on the Casablanca Stock Exchange. The new group wants to more than double revenue from 21.7bn dirhams in 2025 to 47bn dirhams by 2030.
The company plans to increase its total retail space by about 15% this year as it continues rolling out stores under its Vision 2028 strategy. LabelVie opened 31 new shops in the first quarter and says more openings are on the way across the country.
In April, the group opened a new Atacadão hyper-cash store in Khénifra. This brings the chain to 24 locations nationwide and shows a stronger push into regional cities.
Profit is also a priority. LabelVie is targeting an EBITDA margin close to 9.3% and has launched a solar energy programme with Aradei Capital to help cut long-term costs.
The plans follow a strong 2025. Revenue rose 12.9% to 18.5bn dirhams, and the company secured a 1.5bn dirham bond to help fund expansion while lowering borrowing costs.
