Moncef Belkhayat partners with groupe Casino to reinvent Moroccan Urban Retail
Through a groundbreaking alliance, H&S Invest Holding strengthens its Retail division and brings two iconic French convenience store brands to the Moroccan market. This large-scale operation is spearheaded by a new independent subsidiary, with a projected investment of one billion dirhams between 2025 and 2027.
H&S Invest Holding has taken a major step in its development by signing, on May 26, 2025, in Rabat, an exclusive agreement with Groupe Casino. This partnership grants the Moroccan company the status of master franchisee for the Franprix and Monoprix brands in Morocco. The signing ceremony was attended by Ryad Mezzour, Minister of Industry and Trade, and Christophe Lecourtier, French Ambassador to Morocco. The agreement was signed by Moncef Belkhayat, President of H&S Invest Holding, and Philippe Palazzi, CEO of Groupe Casino.
A transformative project for urban convenience retail
This alliance marks H&S’s official entry into urban convenience retail through an ambitious strategy based on two pillars: the gradual opening of physical stores starting in 2026, and the launch of a national digital purchasing center. The latter aims to support and modernize neighborhood grocery stores across the Kingdom by supplying quality food products, fast food services, a wide range of offerings, and a digital shopping experience.
“We are proud to partner with a global reference player such as Groupe Casino. This strategic partnership will enable us to offer a new customer experience in the Moroccan market. By 2030, we aim to create more than 1,000 direct and indirect jobs throughout the Kingdom through the rollout of Franprix and Monoprix stores and the launch of the first purchasing center dedicated to local grocery shops,” stated Moncef Belkhayat during the ceremony.
A dedicated subsidiary with autonomous management
The project will be carried by a new entity, H&S Retail Holding, wholly owned by H&S Invest Holding. This subsidiary will operate with its own independent management team, separate from the Dislog group, and will be led by a high-caliber executive team. Key figures include Ryad Bendoro, formerly with Lesieur, in charge of marketing and operations; Tarik Hajji, a former Unilever executive and former official at the Ministry of Trade, responsible for development; Hicham Kitane, ex-Jumia, overseeing logistics; Reda Benchekroun, data scientist; and several new hires in IT, human resources, procurement, and legal. Yasmina Dribina, formerly of Attijariwafa bank, will lead the PMO department, while Khalid Debbagh, ex-Mars, will head commercial and territorial development.
The initiative is based on a dual strategy. On one hand, it plans to open physical retail outlets in various formats, including general stores, food prep locations, and DIY shops. Each will be designed with a surface area of 400 square meters, company-owned, with an integrated, multi-service offering inspired by the « one-stop shop » concept. On the other hand, the project includes the development of a digital purchasing center designed to optimize and professionalize the supply chains of local convenience retailers nationwide.
A partnership aligned with Groupe Casino’s strategy
According to Philippe Palazzi, CEO of Groupe Casino, this collaboration is part of the group’s international expansion strategy. “This partnership with H&S Invest Holding fits perfectly into our international franchise development strategy. It demonstrates our ability to leverage the strength of our brands, our logistics know-how, and our expertise in proximity retail in a dynamic market such as Morocco. Thanks to H&S Invest Holding’s local presence and operational robustness, we will be able to quickly deploy a network of high-performing convenience stores aligned with the evolving consumption habits of Moroccan consumers.”
This rollout is part of H&S Invest Holding’s broader diversification strategy, which recently included the acquisition of Venezia Ice. By strengthening its Retail division, the group continues its growth trajectory in the life economy, integrating new commercial formats aligned with modern consumer trends and the needs of various regions.
Founded in 2005, H&S Invest Holding is a Moroccan multi-sectoral group active in industry, logistics, real estate, and media. Its approach is grounded in operational excellence and rigorous governance aligned with international standards. As for Groupe Casino, with 25,000 employees and gross revenues of €12.5 billion in 2024, it remains a major player in French convenience retail, with a strong brand portfolio including Franprix, Monoprix, and Cdiscount in e-commerce. Through this new entrepreneurial venture, H&S Retail Holding aims to transform Morocco’s convenience retail landscape and play a key role in modernizing the local commercial fabric.
