Atacadão has opened its newest store in Khénifra, bringing its total in Morocco to 24. The store launched on March 26, as part of the chain’s plan to bring its “cash & carry” model to more towns.
The new location covers 30,000 m², with a 6,294 m² building and 3,600 m² for shopping. The project cost 72 million dirhams and created 200 jobs, half direct and half indirect.
Atacadão serves both businesses and everyday shoppers. Small shops, restaurants, and hotels can buy in bulk, while families can shop for daily items at good prices. “Opening in Khénifra lets us offer quality products at fair prices for everyone,” said Hicham Yacoubi, Deputy General Manager of Atacadão.
The opening is part of Label’Vie Group’s wider growth plan. Atacadão made 7.1 billion dirhams in revenue last year and serves nearly 11 million customers. The brand started in Morocco in 2010 when Label’Vie bought Metro Cash & Carry stores and has since expanded to mid-sized cities and remote areas, keeping prices the same across the country.
Atacadão is key to Label’Vie’s “Vision 2028,” aiming for 950 stores across all its brands. Recent openings have focused on southern cities like Guelmim, Laâyoune, Ouarzazate, and Essaouira. Each store adds about 200 jobs and stocks thousands of everyday products.
