A strategic partnership has recently been established between Mr. Bricolage Maroc and H&S Invest Retail, which acquired 47.5% of the shares and voting rights from the Benjelloun family, as well as 37.5% of the shares held by O Capital Group. Majid Benjelloun, CEO of the home improvement brand, also increased his stake by acquiring an additional 5% of shares, bringing his total ownership to 15%, according to an official statement. This transaction is pending approval by the Competition Council. The alliance with H&S Invest Holding, a subsidiary owned by Moncef Belkhayat, aims to position Mr. Bricolage Maroc as a «reference player» in the national market, where the brand currently operates 11 stores and generates an annual turnover of 400 million dirhams. «This partnership reflects a clear commitment to accelerate digital transformation, expand territorial presence, and optimize operations», the statement added. The objectives include pooling logistical and digital resources, optimizing real estate and commercial investments, accelerating the omnichannel strategy, and rapidly launching new sales outlets. Building on this momentum, H&S Invest Retail continues its expansion in the retail sector following its involvement with Monoprix and Venezia Ice, pursuing a strategy of «sustainable growth with high added value». According to Majid Benjelloun, the partnership offers an opportunity to digitize the brand's offering and «conquer new markets», while preserving Mr. Bricolage's «DNA». «Our ambition is to provide Mr. Bricolage Maroc with the resources needed to become the essential reference in home improvement, decoration, and maintenance, through modern, agile, and forward-looking management», he said.
