Company: Label’Vie
Country: Morocco
Sector: Food Retail
CEO: Zouhair Bennani (Chairman and Chief Executive Officer)
Website: Not publicly listed
Careers Page: Not publicly listed
LinkedIn: Not publicly listed
Email: Not publicly listed
Headquarters: Casablanca, Morocco
Founded: 1985
Valuation/Revenue: $1.657bn revenue and $1.301bn market value (African Business Top 250, 2025 ranking, rank 96)
Label’Vie is Morocco’s leading modern food retail group, operating the Carrefour brand under franchise across the country through hypermarkets, supermarkets and proximity stores. Founded in 1985 and led by chairman and CEO Zouhair Bennani, it is listed on the Casablanca Stock Exchange and stands as one of Morocco’s most prominent consumer-facing companies.
What Does Label’Vie Do?
Label’Vie operates Morocco’s Carrefour franchise under a long-standing master franchise agreement with the French retail group Carrefour, running large-format Carrefour hypermarkets, mid-sized Carrefour Market supermarkets, smaller Carrefour City and Carrefour Contact convenience formats, and Atacadao cash-and-carry outlets aimed at professional and bulk buyers. Through this multi-format strategy, Label’Vie has built the largest organised food retail network in Morocco, competing against a mix of local chains and informal traditional retail, which still accounts for a large share of Moroccan grocery spending.
How Big Is Label’Vie?
African Business magazine’s Top 250 ranking for 2025 placed Label’Vie 96th by revenue among Africa’s largest companies, crediting it with roughly $1.66 billion in turnover and a market value of about $1.3 billion. The group has expanded its store count steadily over the past decade, opening new hypermarkets and supermarkets across Casablanca, Rabat, Marrakech and other Moroccan cities as organised retail continues to take share from traditional souks and independent grocers.
Who Owns Label’Vie?
Label’Vie is led and substantially controlled by chairman and CEO Zouhair Bennani, a prominent Moroccan retail entrepreneur who has headed the group since its early years. The company is publicly listed on the Bourse de Casablanca, with institutional and public shareholders holding a portion of the free float alongside Bennani family and management interests; the precise current shareholding breakdown was not independently confirmed in this research.
Is Label’Vie Publicly Traded?
Yes. Label’Vie has been listed on the Casablanca Stock Exchange for many years and is regarded as one of the exchange’s most closely watched consumer stocks, given its position as a bellwether for Moroccan household spending and the broader formalisation of the country’s retail sector.
How Old Is Label’Vie?
The group was founded in 1985, giving it four decades of operating history in Moroccan retail, though its transformative growth phase came later, after it secured the Carrefour master franchise and began rapidly rolling out hypermarkets and supermarkets across the country.
How Does Label’Vie Compare to Its Competitors?
Label’Vie’s main organised-retail rival in Morocco is Marjane, the hypermarket chain controlled by Al Mada (the former royal holding company SNI), along with smaller chains such as Aswak Assalam and the discount format BIM, a Turkish-owned chain that has expanded rapidly in Morocco. Label’Vie’s advantage lies in its exclusive access to the internationally recognised Carrefour brand and format expertise, while much of its competitive challenge continues to come from Morocco’s vast traditional retail sector rather than from other modern chains directly.
How Do I Contact Label’Vie?
No verified official website URL, careers page, LinkedIn company page or public contact email could be confirmed for Label’Vie during this research.
How Has Label’Vie Grown Over Time?
Label’Vie’s transformation from a modest 1985-founded retailer into Morocco’s dominant organised food retail group accelerated after it secured the exclusive Carrefour master franchise for Morocco, which gave it access to an internationally recognised retail format, supply chain expertise and private-label ranges that helped it compete against both informal traditional retail and other modern chains. Over the following two decades the group steadily expanded its hypermarket and supermarket footprint into Morocco’s major cities beyond Casablanca, including Rabat, Marrakech, Fes, Tangier and Agadir, while also investing in logistics and distribution infrastructure to support a growing store network. The group has also pushed into e-commerce and online grocery delivery in recent years, mirroring a broader shift among African food retailers toward omnichannel shopping as urban middle-class consumers increasingly expect delivery and click-and-collect options alongside physical stores.
Who Are Label’Vie’s Main Suppliers and Partners?
As the Carrefour master franchisee, Label’Vie works closely with the French retail group on merchandising standards, private-label product ranges and store formats, while sourcing a significant share of fresh produce, dairy and packaged goods from Moroccan agricultural and manufacturing suppliers, supporting the group’s positioning as a driver of local supply chain formalisation. Label’Vie has periodically highlighted its role in supporting small and medium Moroccan producers by bringing them into structured retail supply chains, a theme common among large African retailers seeking to align commercial growth with local economic development narratives.
Links
Website: Not publicly listed
Careers Page: Not found
LinkedIn: Not found
Email: Not publicly listed
FAQ
Is Label’Vie a real company? Yes, it is Morocco’s largest organised food retail group and operates the Carrefour franchise nationally.
Who owns Label’Vie? It is led by chairman and CEO Zouhair Bennani and is publicly listed on the Casablanca Stock Exchange.
Is Label’Vie the same as Carrefour? Label’Vie operates Carrefour-branded stores in Morocco under a master franchise agreement; it is a separate Moroccan company, not a Carrefour subsidiary.
Is Label’Vie publicly traded? Yes, on the Bourse de Casablanca.
Who is the CEO of Label’Vie? Zouhair Bennani, who is also chairman.
How big is Label’Vie? Roughly $1.66 billion in annual revenue and about $1.3 billion in market value as of the 2025 African Business Top 250 ranking.