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President's message

AKSAL is a Moroccan Group that is deeply attached to its traditions whilst remaining resolutely focused on modernity. Morocco is an exceptional country, its civilization, its cultural and spiritual wealth, its openness to the world, its tolerance and the exemplarity of its population provide valuable inspiration.

Through the impetus and the clear vision of our monarch the King Mohammed VI, creative and entrepreneurial talents and the Moroccan youth have been set in motion and have jumped on the modernity bandwagon, hence contributing to the national economic development and to the social dynamic.

AKSAL is fully part of this movement. Since 2004, we have signed historical franchise agreements with leading international groups operating in Retail, Luxury, Culture, Technology as well as Home Goods, making AKSAL a pioneer in these sectors in Morocco. Then in 2009, we initiated the construction of a major project recognized today as the leading destination Mall in Africa and in the Mediterranean. These two major milestones are a symbol of our drive and ambition. AKSAL is an important generator of employment offering youth exceptional career opportunities through the arrival of new trades that we continue to develop day after day. By becoming the pioneers of Retail and Malls in Morocco, we chose to support the economic and social progress of the Kingdom of Morocco. Our strategic choices today are driven by the desire to accomplish the very best by designing innovative, creative projects that create added value.

Our country is dynamic and innovative, and every day, we strive to be the ambassadors of this growing modernity and to represent in the best light possible a certain idea of refinement, hospitality as well as the creativity and exception that define our beautiful country, Morocco.

Salwa Idrissi Akhannouch
CEO et Fondatrice Holding AKSAL

PHILOSOPHY

« THE Ambition to realize our dreams, the desire to achieve the best of the best »

Retail, Malls & Real Estate, Digital & e-Commerce, Luxury, Beauty & Cosmetics … The AKSAL Group is constantly innovating through its products, brands and services while supporting Morocco’s development in an ever-changing world, where everything is in motion, and where everything becomes attainable, by watching for social trends, and constantly keeping a close eye on the market’s expectations.

Expanding the fields of vision, allowing for a new approach, creating new habits,

introducing new prospects in terms of retail and consumer experiences, brightening everyday life, modernizing living conditions, creating a new retail landscape…, for our customers we imagine the very best.

Paving the way by achieving the very best, this is the strength of the identity of AKSAL Group’s values. The freedom to foresee new alternatives and to implement them, this is how we stand out.

History

AKSAL was born in 1994. The Group’s history marks its beginnings with the creation of companies which, throughout the subsequent years, will grow to develop novel expertise in the Retail industry and that will enable the rise of the Group.

Initially, Delinesse (Espacia), a small business driven by the undying passion for distribution, gifted with an incredible desire and whose first steps will prove to be seminal for what we will later come to know as AKSAL Holding.

AKSAL was born in 1994. The Group’s history marks its beginnings with the creation of companies which, throughout the subsequent years, will grow to develop novel expertise in the Retail industry and that will enable the rise of the Group.

Initially, Delinesse (Espacia), a small business driven by the undying passion for distribution, gifted with an incredible desire and whose first steps will prove to be seminal for what we will later come to know as AKSAL Holding.

2004 hence marks the creation of the Holding. AKSAL quickly makes a name for itself, and its first great successes will contribute to the history of Retail.

With the opening of the 3rd largest Zara megastore in the world, 2004 marks the beginning of a long line of acquisitions and launches with a global impact. AKSAL acquires its reputation through action and innovation by managing to structure the offering in a burgeoning market thanks to the vision of its President and founder, a pioneering vision which has steadily grown and attracted the buy-in of prestigious partners.

Success in terms of image and the Group’s performance reached global record levels and have been commended by the greatest global brands. This success strengthens the Group’s dimension and positions its activities at the forefront, in a context marked by a considerable boost in the Franchise industry where the annual growth rate from 2000 to 2010 stands at 18%.

Backed by its capabilities to develop the full potential of its brands, the Group continues to expand and consolidates its business portfolio by signing with the greatest names in Fashion and Luxury. 2008 hence marks the beginning of a historical agreement with Galeries Lafayette, followed by Gucci, Fendi, Ralph Lauren…

In 2009, AKSAL took a new strategic step by setting up a division dedicated to the development of Malls. The Group continues to diversify by adding Culture to its lines of business with Fnac, the brand’s first franchise in the world, Restaurants and Leisure. Officially launched in 2009, the Morocco Mall project represented a new era in the urban and retail landscape in Morocco and demonstrates the Group’s capability to develop major structural projects and to bring together the most important national and international added values, positioning AKSAL at the forefront of an entire sector.

Between 2004 and 2019, 23 franchise agreements were signed with huge international groups (LVMH, PPR, INDITEX, RICHEMONT, GAP INC, FNAC, Estée Lauder Group, etc.).

In 2017, AKSAL launched the beauty and cosmetics brand Yan&One which offers both Beauty, Well-being & Cosmetics products but also new sales locations, ranging from the Street Store to the Beauty Smartstore, including e-commerce. The concept brings together the best of the world of cosmetics, while offering a completely new approach to beauty consumption, entirely digitalized, universal and connected to the world, offering a unique experience to the customer.

11 new brands join the luxury portfolio in 2022 and 2023 with the multi-brand Shade and 60 cosmetics brands complete the Yan&One beauty offering. New major franchise agreements are signed with 4 brands that are at the forefront of the luxury scene: Balenciaga, Givenchy, Bottega Venetta, Off-White.

In 2023, aware of the new challenges of commerce and more than ever part of a strategy of innovation and phygital retail experience, AKSAL is leading the construction of several large-scale projects designed and launched 5 years previously. Among these projects, 3 future projects of smart lifestyle social shopping downtown in Morocco, Marrakech, Bouskoura and Rabat, announce a new era of major development for the Group. These new projects reflect a strong dynamic, that of new generation commerce, like another project with a continental dimension: the future Wa-Sal e-commerce platform which will offer an unrivaled digital experience with 20 innovative universes ranging from fashion to beauty, including technology, luxury, well-being…

Values

AKSAL is driven by its founding principles and strong identity

Excellence expectations, talent, team spirit, ethics

Audacity & style innovation, creativity, ambition, passion

Openess humanism, diversity, understanding the world, sharing