{"id":90368,"date":"2026-02-18T04:30:08","date_gmt":"2026-02-18T04:30:08","guid":{"rendered":"https:\/\/www.europesays.com\/africa\/90368\/"},"modified":"2026-02-18T04:30:08","modified_gmt":"2026-02-18T04:30:08","slug":"one-retail-to-acquire-flormar-franchise-in-morocco","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/africa\/90368\/","title":{"rendered":"One Retail to Acquire Flormar Franchise in Morocco"},"content":{"rendered":"

Rabat \u2013 In a move that strengthens its position in Morocco\u2019s retail sector, One Retail, a subsidiary of H&S Group, has announced<\/a> a project to acquire 100% of B5 Cosmetics, the exclusive franchise holder of Flormar in the North African country.<\/p>\n

The transaction marks a new step in One Retail\u2019s growth strategy and aligns with the group\u2019s broader build-up approach focused on expanding its portfolio of brands in high value-added segments. The deal remains subject to approval by the Competition Council.<\/p>\n

Flormar has been operating in Morocco since 2012 and has established itself as a key player in the accessible beauty market. The brand runs more than 50 stores across 19 cities nationwide through a mix of company-owned outlets and franchises.<\/p>\n

Known for its affordable positioning, Flormar offers a broad range of makeup and skincare products and benefits from strong brand recognition among Moroccan consumers.<\/p>\n

With this acquisition, One Retail aims to support Flormar in a new phase of development by leveraging its expertise in retail network expansion, operational management, and digital transformation.<\/p>\n

The group has identified several areas for growth, including accelerating the brand\u2019s national footprint, strengthening its omnichannel and e-commerce strategy, optimizing logistics and supply chain integration, and further enhancing customer experience.<\/p>\n

The integration is also expected to generate synergies with other brands within One Retail\u2019s portfolio, particularly in digitalization, marketing, and operational performance.<\/p>\n

Read also: CIH Bank, CDG Capital Consider Asset Management Acquisition<\/a><\/p>\n

As part of the transaction, the Benabdallah family will join One Retail\u2019s shareholding structure through a share swap.<\/p>\n

Omar and Ali Benabdallah said the partnership would open a new chapter for Flormar in Morocco, enabling the brand to accelerate network growth and further elevate customer experience while preserving its identity.<\/p>\n

Hicham Kitane, Chief Executive Officer of One Retail, said the acquisition significantly reinforces the group\u2019s retail build-up model. He added that by the end of 2026, One Retail aims to establish a solid and profitable retail division composed<\/a> of seven companies, operating 300 stores and employing 1,000 people, with projected revenues reaching one billion.<\/p>\n

One Retail is structured around five strategic divisions covering food and beverage, beauty, textile, DIY, and grocery retail. The company operates an integrated model combining physical stores, e-commerce, and franchise operations across Morocco.<\/p>\n","protected":false},"excerpt":{"rendered":"Rabat \u2013 In a move that strengthens its position in Morocco\u2019s retail sector, One Retail, a subsidiary of…\n","protected":false},"author":2,"featured_media":90369,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_share_on_mastodon":"0"},"categories":[40],"tags":[31758,51922,165,51923],"class_list":["post-90368","post","type-post","status-publish","format-standard","has-post-thumbnail","category-morocco","tag-acquisition","tag-flormar","tag-morocco","tag-one-retail"],"share_on_mastodon":{"url":"https:\/\/pubeurope.com\/@africa\/116089757520705235","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/africa\/wp-json\/wp\/v2\/posts\/90368","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/africa\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/africa\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/africa\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/africa\/wp-json\/wp\/v2\/comments?post=90368"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/africa\/wp-json\/wp\/v2\/posts\/90368\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/africa\/wp-json\/wp\/v2\/media\/90369"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/africa\/wp-json\/wp\/v2\/media?parent=90368"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/africa\/wp-json\/wp\/v2\/categories?post=90368"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/africa\/wp-json\/wp\/v2\/tags?post=90368"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}