Six years after its quiet launch, Label’Vie is accelerating the expansion of Supeco, its retail chain targeting compact stores. Since its discreet debut in 2018, Supeco has seen extraordinary growth, powered by an ambitious strategy to dominate the strategic local retail market in Morocco.
As the leader in Morocco’s food distribution sector, Label’Vie boasts an impressive network of nearly 190 stores across multiple formats, totaling 270,000 square meters of commercial space by the end of 2024. Now, the company is focusing on scaling up Supeco.
At the close of 2023, Supeco managed a modest 19 stores. Fast forward to 2024, the brand has tripled its footprint to reach 60 stores, offering a combined retail area of 6,000 square meters—more than double the 2,790 square meters reported the previous year.
This rapid growth is no accident. It reflects Label’Vie’s clear intent to counter fierce competition in the sub-200-square-meter retail segment. Turkish giant BIM leads the market, while aggressive newcomer Kazyon has opened over 100 stores in just one year. Under the leadership of CEO Zouhair Bennani, Label’Vie is deploying a laser-focused strategy to assert its dominance.
Label’Vie’s ambitions extend far beyond its current achievements. By 2025, the company plans to operate 150 Supeco stores, expanding the chain’s presence well beyond Casablanca. The strategy includes penetrating underserved cities and regions, ensuring Supeco becomes synonymous with affordable, convenient shopping for Moroccan consumers.
As demand for small, accessible stores offering essential goods at competitive prices rises, Supeco is poised to meet this growing need.
Label’Vie’s expansion efforts are supported by robust financial results. In 2023, the group reported a consolidated revenue of 15.8 billion dirhams—a 13% year-on-year increase—alongside a consolidated EBITDA of 1.3 billion dirhams. These numbers empower the group to fund Supeco’s rapid growth while maintaining its leadership in the sector.
Supeco’s aggressive growth strategy is a direct response to the rising influence of Kazyon, a subsidiary of Egyptian conglomerate Hassan Heikal, and the ongoing dominance of BIM. These rivals have redefined Morocco’s retail market with their rapid store openings. Supeco aims to not only catch up but also reshape the competitive landscape in its favor.
With its 2025 expansion plan, Label’Vie is redefining the small-scale retail market in Morocco. Through Supeco, the group seeks to bolster its competitive edge while fulfilling Moroccan consumers’ growing demand for accessible, affordable retail solutions.
The battle for local retail supremacy has just begun, and Label’Vie, armed with experience, ambition, and resources, is determined to emerge victorious.
