LabelVie Celebrates 40 Years with Steady Growth and New Ambitions
LabelVie Celebrates 40 Years of Success in Morocco
This year marks the 40th anniversary of the LabelVie group, a significant milestone that occurs against a backdrop of robust commercial growth and network expansion. Established in 1986, LabelVie has become one of the leading players in the retail sector in Morocco, boasting 471 stores across 37 cities.
Through its various brands—Carrefour, Carrefour Market, Carrefour Express, Atacadao, and Supeco—the group is continuing to develop and strengthen its presence throughout the entire country.
An Anniversary Campaign Boosting Sales
To commemorate its four decades of operation, LabelVie has launched a comprehensive promotional campaign in all its sales outlets. This initiative has garnered significant enthusiasm from consumers and has resulted in a notable uptick in commercial performance.
In May 2026, comparable-store sales increased by 16.2%, while the overall sales growth for the first five months of the year reached 7.1%, affirming customer loyalty and the effectiveness of the group’s marketing efforts.
A Strong Start to Q1 with Revenue Growth
The growth momentum was also evident in the first quarter of 2026. The revenue from the retail division reached 4.709 billion dirhams, reflecting a 16.4% increase compared to the same period last year.
Moreover, sales at comparable locations rose by 4.1%, indicating a positive trend in activity beyond just the opening of new stores.
Rapid Network Expansion Across the Kingdom
Since the beginning of the year, LabelVie has maintained a vigorous development pace. Between January and May 2026, the group inaugurated 60 new stores, adding nearly 14,500 square meters of retail space.
Notable openings include a new Atacadao store in Khénifra, launched in the first quarter. The network has also been enriched by five new Carrefour Express locations—already exceeding the total number of openings under this brand for the entire year of 2025.
Vision 2028: An Ambitious Roadmap
According to General Manager Naoual Ben Amar, the performances recorded since the start of the year illustrate the strength of the multi-format model adopted by LabelVie and the renewed confidence of consumers.
The group aims to continue implementing its Vision 2028 strategy, which targets reaching a revenue of approximately 28 billion dirhams, with an estimated EBITDA margin of 9.3%. This ambition is primarily based on the ongoing development of the five brands operated by the group.
A Key Player in Retail in Morocco
Listed on the Casablanca Stock Exchange, LabelVie currently employs more than 10,000 people. Recently, the group has enhanced the engagement of its teams by opening up part of its capital to employees, allowing them to become shareholders of the company.
Forty years after its inception, LabelVie continues its growth trajectory by combining network expansion, increasing sales, and strategic investments to solidify its leadership in the Moroccan retail sector.
