Wednesday, March 16, 2016

Carrefour Launching premium "Vie" label in Morocco

Carrefour supermarkets have announced that they will launch their premium label branches in Morocco, with 10 stores by the end of 2017. "Label'Vie" first signed an exclusive franchise agreement with Carrefour back in 2009
Label'Vie has 60 stores in Morocco (Carrefour Market, Carrefour hypermarkets and Hyper-Cash Atacadao)

The move will mean an upgrade for some stores that are already operating so as to include the "luxury" products.

Carrefour has been a popular shopping venue in Morocco for years, not only with the burgeoning middle-class, but also with the large expat community.

According to the Carrefour website the first branches to go upmarket will be in Rabat and Casablanca. According to a report carried by the Huffington Post, a Carrefour spokesperson says, "We will launch this "luxury" segment in two pilot stores: Carrefour Market Velodrome in Casablanca and Rabat Zaërs before the end of 2016." These are two stores that already cater to a clientele with a high purchasing power."

These supermarkets will offer "high quality" products, including organic products and world cuisine (Asian, Italian, Mexican, etc.) as well as high-end Moroccan products.

Carrefour Marrakech

This new concept also aims to offer more services to customers, including easy access to parking. "We will build a lot of comfort in the store, and the availability of vendors and consultants for clients," said the Carrefour source.

The group will be assisted by Schweitzer Projects who previously worked for the luxury deli Bon Marché in Paris. Schweitzer specialises in upmarket display and innovative supermarket design and shop-fitting.

A Schweitzer Projects design for Carrefour

Carrefour-Label'Vie now has sixty stores in Morocco (Carrefour Market, Carrefour hypermarkets and Hyper-Cash Atacadao). The French group, which has more than 10,000 stores worldwide, launched a similar concept in Italy, with outlets called Carrefour Gourmet in Rome, Milan and Turin.

The Label’Vie group, one of Carrefour's franchise partners, opened an Atacadao store in Morocco on 4th of July, last year in Fquih Ben Salah, the “Fquih Ben Salah” Atacadao store has a sales area of 3000 sqm.

The Label’Vie group now has 8 Atacadao stores in Morocco, located in Casablanca (Aïn Sebaâ), Fes, Oujda, Tangier, Rabat, Marrakech, Agadir and Fquih Ben Salah.

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