From the launch of MIO detergent in 2011 to a network reaching approximately 70,000 retail outlets, Enosis Group has developed into a significant Moroccan manufacturer of everyday household products.
The company employs nearly 1,800 people, according to figures published in April 2026, with activities spanning detergents, household cleaning, hygiene and paper products.
Behind its expansion is entrepreneur Anwar Radi, the group's founder and chairman, whose business has grown beyond its original detergent operations into a portfolio serving different household needs.
Its established brands include MIO and ZEN, while the introduction of OLLY in October 2026 marks another step into household paper.
Enosis has also attracted interest from listed consumer goods manufacturer Mutandis, which announced a proposed majority acquisition in September, valuing the company's equity at MAD 1.7 billion.
The developments bring attention to a Moroccan business whose competitive position rests on three connected activities: producing consumer goods, developing brands and reaching retailers across the country.
From MIO to a Portfolio of Household Brands
Enosis traces its industrial origins to AMA Detergent, established in 2009.
The commercial launch of MIO followed in 2011, giving the business a detergent brand around which to develop its manufacturing and distribution operations.
ZEN subsequently became another important part of the portfolio, extending the group's presence in household cleaning products.
The company expanded into additional categories through brands including Papillon and Blandoux, both active in household paper.
OLLY, introduced in October 2026, adds a further offering to this category. According to the company, the new brand focuses on practicality, reliability and affordability for families.
The launch illustrates a diversification strategy based on developing distinct brands within related consumer categories.
In an April 2026 interview with Médias24, Youssef Barradi, Enosis's director of strategy and development, described an approach that begins with identifying consumer needs before developing products and the industrial capabilities required to supply them.
The result is a business no longer dependent on a single detergent brand, but operating across several frequently purchased household categories.
Moroccan Manufacturing, Nationwide Retail Reach
Enosis's industrial base is located in the Jorf Lasfar area near El Jadida, where its manufacturing activities form part of a wider organisation spanning production and distribution.
A dedicated distribution business, established in 2016, helped extend the group's commercial reach.
According to management figures reported by Médias24 in April 2026, Enosis supplied approximately 70,000 retail outlets and employed nearly 1,800 people.
The outlet figure describes the company's distribution coverage, not the number of shops it owns.
The network is particularly significant because of how it developed.
Barradi explained that Enosis initially focused on rural markets, including souks and neighbourhood grocery stores, before extending its distribution approach towards urban retail.
That history distinguishes the company from businesses relying principally on modern supermarket chains.
Its ability to serve traditional shops alongside organised retail provides multiple routes to Moroccan consumers.
In the same interview, Barradi reported annual growth of approximately 30% over the preceding five to six years, including 2025.
The figure is a management statement rather than an independently audited growth series.
What can be established is the scale of the company's reported retail coverage and its diversification from detergents into related household-product categories.
Together, manufacturing and distribution provide the commercial foundation for the group's continued brand development.
Anwar Radi and the Next Stage of Enosis
Under Anwar Radi, Enosis has developed from a detergent operation into a diversified Moroccan household-products manufacturer.
That expansion has attracted corporate interest.
On September 7, 2026, Mutandis announced a letter of intent to acquire a majority stake in Enosis and its subsidiaries.
The proposed transaction assigned an equity valuation of MAD 1.7 billion to Enosis as a whole.
The project was subsequently notified to Morocco's Competition Council. The documents reviewed confirm the proposed transaction, but do not establish that the acquisition has been completed.
Separately, Enosis has outlined ambitions for further expansion.
In April, Barradi said the group aimed to triple revenue by 2030 and was considering a potential stock-market listing over the medium term. Neither objective was presented as an achieved result or a confirmed transaction.
The company's more immediate development is visible in its product portfolio.
OLLY's launch adds another household paper brand alongside Papillon and Blandoux, extending the group's activities beyond the detergent market that established MIO.
For Radi, the company now combines industrial operations, several consumer brands and an extensive domestic retail network.
Enosis's achievement is not simply bringing Moroccan household products to market. It is building the manufacturing and distribution capabilities that allow those products to reach tens of thousands of shops across the country.