Ategdao: A Moroccan success story that combines territorial expansion with standardized prices

Oriental Eco

The Labelle Group continues to expand the network of Atqdaw stores across Morocco, as part of a strategy that aims to enhance purchasing power at the territorial level and multiply local employment opportunities. The Atqdaw formula is based on the “hypercash” model, which combines wholesale and installment sales, while ensuring uniform prices across the national territory without incurring transportation and logistics costs for customers.

Dirt expansion with standardized prices

With stores in mid-sized cities such as Essaouira, Laayoune, Guelmim and Ouarzazate, the brand ensures an identical offer throughout Morocco, whether in terms of product assortment, prices or promotions, whether in urban centers or remote areas and localities, according to the group.

The advantage of the hypercash format lies in its economic model that combines the concept of self-service, wholesale and installment sales, as well as discounted prices, which attracts professionals and individuals alike. “Today, Etgdao has become a local economic lever par excellence, with strong impacts in terms of job creation and stabilization of purchasing power in the various areas of deployment,” said a group official.

Acceleration in proximity stores

The year 2025 saw a marked acceleration in the opening of the Group's proximity stores. With 130 stores to be opened by the end of 2025, the Sobeco brand is confirming its growing ascendancy. This hybrid model, which combines a large discount with a supermarket, is attractive to customers looking for low prices, complementary purchases and geographical proximity.

Experience has shown that the proliferation of this type of store contributes significantly to the fight against high prices, while generating jobs in the economic system and in the neighborhoods where they are located. This trend comes in the context of a growing number of discount formats, including among competitors in the Moroccan market.

This strategy reflects the group's bet on geographical spread and diversity in commercial formats, responding to the needs of different segments of consumers and contributing to supporting the local economy.