Home and garden specialist retailers in Morocco registered a moderate current value growth rate in 2018. Households are being more influenced by Western lifestyles.
Over the forecast period, home and garden specialist retailers is expected to record a positive performance in current value terms. National and international channel leaders are satisfied with their performances and are planning to expand to other cities by opening new outlets: Kitea and IKEA are examples.
As households have become ultra-connected, cross-border retailing is growing in Morocco. Households check different Asian websites which are advocated by social media influencers to update their home décor.
Bricoma Holding continued to lead home improvement and gardening stores in value terms in 2018. It opened two new outlets in 2018, which strengthened its position in this channel.
Kitea remained the leading player in homewares and home furnishing stores in value terms in 2018. This can be explained by the increase in its number of outlets across the country in the review period, and also its marketing strategies to propel its sales.
The future of home and garden specialist retailers in Morocco is promising, as this channel is not saturated, and new entrants are likely. Moroccan households are not loyal, and are happy to switch brands.
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This industry report originates from Passport, our Retailing market research database.