Retail Transformation Underway as H&S Invests in Mr Bricolage Maroc

H&S Invest Retail, a subsidiary of H&S Invest Holding specializing in high-potential investment and project support, has announced a strategic partnership with Mr Bricolage Maroc, a key player in the home improvement sector. This alliance marks the beginning of a new, forward-looking dynamic.

The partnership, subject to prior approval from the Competition Council, involves the following transactions: the acquisition by H&S Invest Retail of 47.5% of the shares and voting rights held by the Benjelloun family, along with the 37.5% stake held by O Capital Group. Additionally, Majid Benjelloun, Managing Director of Mr Bricolage Maroc, will acquire a further 5% stake, increasing his capital participation to 15%.

With a national network of 11 stores and an annual turnover of 400 million dirhams, Mr Bricolage Maroc aims to further strengthen its leadership in the Moroccan market. This partnership reflects a clear ambition to accelerate digital transformation, expand territorial presence, and optimize operations.

H&S Invest Retail, continuing its retail build-up following investments in Monoprix and Venezia Ice, leverages an integrated purchasing center to create strong synergies. This partnership is built on a shared vision: to innovate, get closer to customers, and drive sustainable, high-value growth.

“This partnership with H&S Invest Retail is a tremendous opportunity to strengthen our network, digitalize our offerings, and expand into new markets while preserving our DNA,”
said Majid Benjelloun, Managing Director of Mr Bricolage Maroc.

The alliance with H&S Invest Retail will activate several development levers, including:

Pooling of logistics and digital resources

Optimization of real estate and commercial investments

Acceleration of the omnichannel strategy

Faster rollout of new retail outlets

“Our ambition is to provide Mr Bricolage Maroc with the resources needed to become the leading reference in home improvement, decoration, and maintenance, through modern, agile, and forward-thinking management,”
added Majid Benjelloun.

“This partnership reflects our commitment to investing in high-potential Moroccan brands with a long-term vision. Mr Bricolage Maroc holds a unique position in the market, and we firmly believe that together, we can accelerate its growth and strengthen its national and regional footprint,”
declared Moncef Belkhayat, President of H&S Invest Holding.

By joining forces, Mr Bricolage Maroc and H&S Invest Retail are laying the groundwork for sustainable growth, benefiting customers, employees, and all network partners.

About H&S Invest Holding

Founded in April 2005, H&S Invest Holding is an investment holding company that has grown through the creation and acquisition of businesses in hygiene, food and health, logistics, marketing, and real estate development.

The group is structured around five independent business units:

Industry & Distribution: Focused on brand building (Dislog Group)

Logistics & Transport: Specializing in integrated end-to-end supply chain services (BLS)

Communication & Media: Covering marketing, media, editorial, and digital content (WB Group)

Real Estate: Active in property development and public works construction (Kaya Immobilier and now GIDNA)

Retail: Specializing in proximity retail and operating brands like Casino

Over the past 20 years, H&S Invest Holding has become a Moroccan leader thanks to its “Full Service Provider” vision. Through its subsidiaries, it integrates the entire value chain—from production to consumer—managing and developing over 100 brands.

Present in Morocco and Europe, the group employs 5,200 people across 60 subsidiaries and continues to grow by offering tailored, integrated solutions to its clients and partners.

About Mr Bricolage Maroc

Mr Bricolage Maroc is a home and garden equipment brand operating in Morocco since 2005 through the company Brico-Invest S.A., managed by Majid Benjelloun. The brand has steadily established itself as a major player in the sector, thanks to its focus on customer proximity, product variety, and quality of service.

Mr Bricolage Maroc offers a wide range of services to support customers in their home projects, including:

Personalized advice from in-store professionals

Home services such as delivery, assembly, wood cutting, flooring installation, and customized paint solutions

The brand employs over 400 people and operates 11 stores across Morocco, including in Casablanca, Marrakech, Tangier, Agadir, Témara, and Dar Bouazza.

With a total sales area of 17,500 m² and approximately 40,000 items covering DIY, decoration, indoor and outdoor fittings, and gardening, Mr Bricolage Maroc has become the market leader in the country.