March 2025 is shaping up to be a milestone moment in Morocco’s retail history. Supeco, the low-cost retail brand operated by the LabelVie Group, has just launched an impressive wave of 19 new stores across the country, pushing its total store count to 98. From Casablanca to Berrechid, with stops in Mohammedia and beyond, the brand’s signature yellow identity is spreading fast—marking one of the most aggressive retail expansions Morocco has seen in recent years.
Supeco’s appeal lies in its straightforward promise: everyday low prices without compromising on quality or customer experience. That formula, simple on the surface, is striking a deep chord. Shoppers from all walks of life—families on tight budgets, students, and small business owners—are flooding into the stores, drawn by the no-frills value proposition and a selection that meets their everyday needs.
Blending elements of a traditional supermarket with the efficiency of a warehouse store, Supeco breaks away from the conventional retail mold. Forget elaborate displays or glossy marketing—this is retail stripped down to what matters most: price, efficiency, and relevance. It’s a model that not only saves shoppers money but also listens closely to what they actually want. The long lines forming outside new locations are a testament to just how well that message is landing.
Behind this rapid expansion is a much larger game plan. LabelVie’s Vision 2028 strategy outlines a bold roadmap built on multi-format, omnichannel growth with a strong presence in every segment of the market. Supeco is leading the charge, with an additional 80 store openings targeted before the end of 2025. But this isn’t just about expanding square footage—it’s about redefining what retail means for a new Moroccan consumer.
As household budgets tighten and consumer expectations evolve, transparency and accessibility have become non-negotiable. Supeco isn’t just responding to those shifts—it’s anticipating them. And if this month’s momentum is any indication, the brand’s gamble on value-first retail is paying off.
