Beauty: The Spanish Brand Primor to Establish Itself in Morocco in 2027
The Moroccan cosmetics market is set to welcome Primor, a Spanish brand specializing in perfumery and beauty products. One Retail, a distribution platform under the H&S group led by Moncef Belkhayat, has entered into a partnership with the brand to expand its network in Morocco starting in 2027.
Founded in 1953, Primor boasts over 250 points of sale. Its product range includes perfumes, makeup, skincare for the face and body, hair care products, as well as beauty accessories, all with a focus on competitive pricing and international brands.
The first store openings are planned for major cities across the Kingdom. However, the partners have yet to specify the number of stores envisioned or the detailed deployment timeline.
This expansion aligns with One Retail’s development strategy in the distribution market. The group aims to achieve a turnover of 10 billion dirhams and establish a network of 1,000 stores by 2030, encompassing ten national and international brands.
