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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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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.