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Moroccan retailer Marjane unveils ambitious new smaller-stores plan
By our African Marketing Confederation News Team | 2024
Marjane City concept adapts its offerings to fit local neighbourhood preferences, rather than focusing solely on low prices.
Marjane, the Moroccan supermarket operator, has announced plans to open approximately 45 Marjane City neighbourhood stores annually for the next few years. The focus will be on high-income urban locations in Casablanca Tangier, Marrakech and Rabat.
Photo: Marjane
The Marjane City format is small stores of up to 350m2 in size, situated in high-density, high-income areas within the major cities.
Retail competition in these locations in Morocco is already fierce, with major supermarket groups having a presence, and the Kazyon and BIM retail brands also focusing on the smaller ‘neighbourhood store’ concept. But Marjane believes it can find its own niche.
“Through innovative tools that gather customer feedback, Marjane City adapts its offerings to fit local preferences, setting itself apart from competitors focused solely on low prices,” the news website 7News Morocco reports.
“Marjane’s model for growth is clear: combining proximity, sustainability, and customer-driven service to create a lasting impact on Moroccan retail.”
Concept was launched in 2023
The concept launched in November 2023 on Rabat, the country’s capital, and aims to cater to the daily needs of city dwellers.
“Each store emphasises essential products and incorporates a café, offering a social and welcoming environment that encourages community interaction beyond just shopping,” 7News Morocco says.
Marjane has around 12% market share of Morocco’s retail sector. It is a well-established brand in the country and was founded in 1990. According to Sagaci Research, a 2023 survey found Marjane to be “the most preferred retail brand in Morocco – and by far”.
“Supermarkets in Morocco, and the overall Morocco retail industry, have been experiencing significant growth over the past decade,” Sagaci notes.
“This is due mostly to a high demographic growth, rapid urbanisation and increased disposable income. This results in a growing appetite from key players to extend their footprint even beyond the major urban centres.”
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