2024 will have marked a decisive turning point in the rich history of our Group.
In the current economic environment, shaped by moderate growth and lingering inflation on certain products, we have successfully transformed challenges into drivers of innovation and progress, embedding our momentum within the framework of our ambitious 2024–2028 strategy.
Aimed at securing the position of Morocco’s leading retail player by leveraging the full strength of our multi-format model, this strategy took tangible form in 2024 through the first steps of its operational deployment. We accelerated our expansion by opening new stores under our various banners across the country, ensuring proximity to meet the needs of each of our customer segments.
With 91 new openings in 2024, including a new Carrefour hypermarket in Béni Mellal, the Group reached 270 points of sale across 33 cities by the end of the year. The launch of new concepts, the fast-tracking of our e-commerce rollout, and the integration of more and more digital tools into our processes have also demonstrated our commitment to transforming our business in depth.
Our pride in supporting the growth of a proudly Moroccan Group is also reflected in a strong commitment to corporate citizenship. In close partnership with all our stakeholders, and driven by the dedication of our employees, we have remained attentive to realities on the ground and continue to initiate or support initiatives that contribute to building a more sustainable future.
You can count on our continued commitment to innovation and transformation, and to successfully delivering this 2024–2028 strategic plan, designed to support, over the long term, the ambitions of a high-performing and responsible Group.
Interview with Rachid Hadni
Chairman of the Board
Empowered by the trust of our customers and the dedication of our employees, we have successfully implemented the first operational phases of our 2024–2028 strategic plan with both discipline and agility, despite a challenging economic context.
Throughout the 2024 financial year, our commitment was reflected in the acceleration of our store openings and the continuous optimization of our processes, all with a single objective: to be ever closer to our customers and to make a wide range of quality products accessible to them.
In 2024, 91 new stores strengthened our national network, adding 50,000 sqm of sales area, while our e-commerce channel grew by more than 85%, demonstrating the relevance of our digital transformation strategy, deployed to address the evolving consumption habits of our customers.
Attentive to the diverse needs and constraints of our customers, we have maintained and reinforced our initiatives to support their purchasing power, mobilizing all our efforts to ensure fair and competitive prices, thus earning the trust and loyalty of an ever-growing customer base.
As a responsible and engaged corporate citizen, we have also reaffirmed our commitment to transparent, responsible governance, aligned with ESG priorities, thereby contributing to sustainable growth and fostering the trust of our stakeholders across all our ecosystems.
As a key player in Morocco’s retail sector, our Group is accelerating its growth within the framework of a strategic plan that gives us the means to achieve our ambition: to secure a lasting position as the retail leader in Morocco.