2 days ago
BIM Expands Presence in Southern Morocco with Second Laayoune Store
Doha – BIM Morocco has opened its second store in the city of Laayoune, strengthening its presence in southern Morocco. This new location builds upon the company's first store in the city, which opened in October 2022 and marked BIM's position as the first modern retail chain to establish operations in Laayoune.
The new store is part of BIM's commitment to improve access to consumer goods across Morocco. According to the company, it aims to meet customer expectations throughout all Moroccan cities by offering a range of products at competitive prices.
Over the past six months, BIM Morocco has expanded its network with new stores in several cities including Tahanaout, Taroudant, Oulmes, Tamallalet, Tassaltante, Nador, and Jorf Elmalha.
'We are proud to strengthen our presence in Laayoune, where BIM was the first enseigne in the sector of grande distribution to establish operations,' said Ahmet Fevzi Çalışkan, CEO of BIM Morocco. 'This opening is part of a broader approach aimed at strengthening access to quality products in all 12 regions of the Kingdom.'
Çalışkan added that each new location represents 'an opportunity to stimulate the local economic fabric, promote socio-economic inclusion, and contribute to creating sustainable jobs, in perfect alignment with our commitments to the communities where we operate.'
BIM's expansion comes amid increasing competition in Morocco's proximity discount retail sector. The Turkish hard discount leader is facing new challengers including Kazyon, Supeco, and Marjane City.
In response, BIM has accelerated its store openings, with 39 new locations in the first quarter of 2025 alone, bringing its network to 828 proximity points.
The company's first Laayoune store was located in the city center and covered an area of 364 square meters.
At that time, Haluk Dortluoglu, Chairman of BIM Morocco's Board of Directors, stated, 'We are proud to be the first player in the modern distribution sector to set up in Laayoune. Our objective is to be closer to all Moroccans, in order to facilitate access to high-quality products at accessible prices.'
In its development strategy for the Moroccan market, the group plans strong organic expansion with an average of 100 new store openings per year. To streamline its logistics processes, BIM is investing in new regional warehouses.
The company currently operates four logistics centers in Morocco, with plans to increase this number to support the pace of new store openings.
To maintain its competitive edge, the chain applies the hard discount model: small-sized stores, essential products at low prices, supply predominantly of private labels or Turkish brands, and rigorous management of operating costs.
The company offers around 900 products, of which 59% are private labels, adapted to the needs of the local market.
It's worth noting that in May 2021, the Turkish group sold 35% of its shares in BIM Morocco to Blue Investment Holdings, a structure managed by Helios Investment Partners LLP funds.
Morocco is the only market where the Turkish group operates with a local partner, unlike in Egypt where the local subsidiary is 100% owned by BIM.
Read also: BIM Opens Logistics Hub in Marrakech As Morocco-Turkey Trade Expands Tags: BIM MoroccoLaayoune (southern Morocco)
