Backed by One Retail, the home improvement chain aims to operate 45 stores and generate MAD 2.2 billion in annual revenue by 2032, targeting a larger share of Morocco’s home renovation and DIY market.
CASABLANCA — Mr.Bricolage Maroc is pursuing a MAD 700 million investment programme to expand its network to 45 stores by 2032, as the home improvement retailer seeks to build a nationwide business serving Moroccan households, artisans and construction professionals.
The plan, led by chairman and chief executive Majid Benjelloun and supported by One Retail, the retail division of H&S Group, also targets MAD 2.2 billion in annual revenue and more than 60,000 square metres of commercial and logistics space by the end of the programme.
Announced in June 2026, the strategy marks a significant expansion of a business that has operated in Morocco since 2005.
The company inaugurated a store at Sela Park Almaz in Casablanca on 16 June, followed by another opening announced in the city’s Zenata district on 28 September.
The developments underline a shift in ambition: transforming an established specialist retailer into a larger distribution network built around home improvement products, professional services and nationwide accessibility.
A MAD 700 Million Investment Strategy
Mr.Bricolage Maroc’s expansion is being developed through a partnership with One Retail, which became involved in the business in 2025.
The programme, known as Plan 2032, envisages a substantial increase in stores, alongside investment in distribution and operational infrastructure.
According to the company’s June announcement, the retailer aims to open approximately one store every eight weeks as it extends its presence across Morocco.
Its latest Casablanca openings provide initial examples of the strategy moving into execution.
The Zenata store, announced by the French Mr.Bricolage group in September, employs 22 people and offers products and services covering renovation, home improvement and gardening.
The company expects its wider development programme to generate more than 1,200 direct jobs at full deployment, although this remains a target rather than employment already created.
For a specialist retailer, geographic expansion can broaden customer access and strengthen its relationships with suppliers. But additional stores also require reliable inventory management, suitable premises and logistics capable of supporting a larger product range.
These operational requirements will be central to the success of Plan 2032.
Majid Benjelloun and the One Retail Partnership
Benjelloun, who developed the Moroccan operation through Brico-Invest, is overseeing the expansion alongside One Retail, part of the business group associated with Moroccan entrepreneur Moncef Belkhayat.
The partnership is designed to strengthen retail operations, accelerate store development and deepen the company’s relationships with professional customers.
A distinctive element of the strategy is its focus on Moroccan artisans and tradespeople, including electricians, painters and renovation specialists known locally as maâlems.
The company has outlined a commercial ecosystem comprising more than 220 Moroccan and international suppliers and approximately 50 partner artisans and tradespeople.
Its planned store format can accommodate up to 20,000 product references, with around 12,000 intended to be immediately available.
That range would allow the retailer to serve customers undertaking small household repairs alongside professionals purchasing materials and equipment for larger projects.
The approach also creates opportunities to build recurring relationships with tradespeople, whose purchasing requirements may differ from those of occasional DIY customers.
For Mr.Bricolage Maroc, the business opportunity extends beyond increasing store traffic. It involves combining product availability, technical advice and professional services in a distribution model capable of operating across multiple cities.
The Commercial Challenge Behind the 2032 Ambition
Mr.Bricolage Maroc’s strategy reflects an effort to expand organised specialist retail in a market where independent hardware merchants, local suppliers and professional networks already play important roles.
Its commercial performance will depend on securing suitable locations, maintaining competitive prices and delivering consistent product availability as the network expands.
The company must also manage the costs associated with store openings, logistics, staffing and inventory.
One Retail’s involvement provides a broader retail development platform, while Mr.Bricolage contributes an established brand and experience in specialist home improvement distribution.
The partners have also explored opportunities beyond Morocco.
In June, Benjelloun announced a letter of intent with the French Mr.Bricolage group concerning potential development in parts of North Africa and the Middle East.
The proposal remains preliminary and does not constitute a completed regional expansion agreement.
For now, the central commercial objective is the execution of the Moroccan investment programme.
The MAD 2.2 billion annual revenue target and 45-store ambition provide measurable goals, but neither represents an achieved result or a guaranteed financial outcome.
For Majid Benjelloun and Mr.Bricolage Maroc, the opportunity is to transform a specialist home improvement retailer into a nationwide distribution business. The measure of success will be whether the planned investment delivers sustained sales, stronger customer relationships and profitable growth.