 FRANCE: Carrefour targets Morocco
Carrefour has announced that it has signed a exclusive franchise agreement with Label'Vie for the development of the Carrefour fascia in Morocco. The first hypermarket carrying the Carrefour banner is scheduled to open in Salé on 19 February 2009.
Label'Vie is the second largest supermarket retailer in Morocco and the agreement with Carrefour will see it develop the hypermarket format in the country.
The first hypermarket will open for business later this month in Rabat-Salé and will have a sales area of 5,500 sqm. It will stock 30,000 SKUs and will have 600 parking spaces. Carrefour has stated that Label'Vie will focus on competitive prices and offering a broad and original assortment of products, whilst strictly adhering to Carrefour's quality and safety standards.
Label'Vie began operating in Morocco 25 years ago and now has a portfolio of 19 supermarkets and employs 1,400 people. Label'Vie recorded sales of DHS1.1 billion (€97.7 million) in 2008. The retailer's development plan, which was presented at the time of its initial stock market listing, calls for 40 stores by 2011, including six hypermarkets.
Traditional stores still dominate the Moroccan grocery retail sector, with modern stores only being located in major cities. Modern retail is developing however and in Summer 2007 the government-led project 'Rawaj 2020' was launched with the aim of boosting the retail sector. The two main aims are to increase retail contribution to GDP from 12.5% to 17% by 2020 and to modernise the retail sector. There are three key initiatives to support this: Supporting the modernisation of the traditional sector, Encouraging the opening of new hypermarkets and supermarkets, Restructuring the wholesale sector.
Source:al-bab.com
Last edited by flowerbomb; 02-18-2009 at 01:26 PM.
| 
Linear Mode
