Following the openings of Taroudant, Taourirt, Béni Mellal, Kelaât Sraghna, Nador, and Khémisset in 2024, LabelVie Group continues its strong expansion momentum with the inauguration of a new Atacadão store in Essaouira, bringing the total number of Atacadão stores in Morocco to 20.

This investment is part of the Group’s Vision 2028 strategic plan, which aims to accelerate the expansion of its retail brands across all regions of the Kingdom, while strengthening its role as a key contributor to local economic development, purchasing power preservation, and nationwide job creation.

Located on a 6,500 m² site, the new Atacadão store is established alongside the existing Carrefour LabelVie outlet. Representing a total investment of MAD 100 million, the project has generated 120 direct jobs and 80 indirect jobs, thereby contributing to the economic and social vitality of the region.

Mr. Hicham Yacoubi, Deputy General Manager of Atacadão within LabelVie Group, stated:

“With this new Atacadão store in Essaouira, we reaffirm our commitment to offering the best prices wherever we operate—for both professionals and individual customers. Our cash & carry model allows us to provide a wide and high-quality assortment without passing on additional logistical costs, thereby strengthening local purchasing power and supporting regional development.”

A Bold Retail Concept: Cash & Carry

Atacadão’s success in Morocco is built on its unique self-service model and innovative cash & carry concept, designed to meet the needs of both professional and individual customers:

  • A tailored offer for grocers, cafés, restaurants, hotels, and households.
  • The possibility to purchase items individually or in bulk.
  • Scaled pricing based on purchase quantities.
  • Attractive promotions on hundreds of products.

An Accessible Shopping Experience for All

Whether customers are filling their daily shopping carts or purchasing entire pallets, the Essaouira store offers the lowest prices identical to those found in major cities. This commitment reflects Atacadão’s mission to strengthen local purchasing power and help curb inflation.

With this new opening, Atacadão reaffirms its ambition to expand its network across Morocco, enhance proximity to customers, and protect their purchasing power, particularly in regional areas. Its goal remains clear: to offer a wide range of quality products at competitive prices throughout the Kingdom.