Morocco is a dynamic and growing market, characterised by a stable political climate and economic policies that encourage foreign investment. Italian firms, renowned for their commitment to quality and innovation, are well-positioned to capitalise on these opportunities to broaden their footprint in the Moroccan market and bolster bilateral ties between the two nations. 

Retail spaces in both Italy and Morocco place a high value on aesthetics and ambiance, and each country boasts a rich heritage of artisanal craftsmanship. In the North African nation, shops strive to provide more than a mere transaction; they endeavour to create a memorable experience by enabling interaction with products, hosting cultural events, and offering extra services. Concept stores, in particular, aspire to showcase new design trends and innovative product presentation methods that appeal to a contemporary and cosmopolitan customer base.

The demand for Italian home furnishings and design solutions is on the rise, as highlighted by a detailed and timely analysis from Tania Landogna, Brand Ambassador for Milano Home in the North African region. With more than twenty years of experience in Morocco, Landogna has served as the General Manager of Landal Diffusion, a store that boasts an extensive selection of products, including contemporary furniture, tableware and homeware from some of the most renowned international designers.

The market for domestic products, especially modern and functional furniture, is expanding. Decorative pieces, objects and accessories that merge traditional with contemporary designs are increasingly found in homes throughout Morocco.

Retail is undergoing significant changes driven by technological advancements, shifts in socio-cultural paradigms, and emerging social values that impact consumer behaviour. What are the key indicators of this transformation in Morocco?

“The retail sector is experiencing a profound transformation due to technological advancements, shifts in consumer habits, and the impact of global brands. Firms that are able to adjust to these emerging trends stand a greater likelihood of flourishing in an ever-evolving marketplace. Specifically, the growing utilisation of the internet and smartphones has resulted in a marked rise in online shopping. Local and international platforms like Jumia, Hmizate, and AliExpress are becoming increasingly popular with Moroccan consumers. Retailers, in turn, are embracing technologies like artificial intelligence (AI) and automation to enhance operational efficiency, manage inventory more effectively, and improve the customer experience. Moreover, the adoption of big data and predictive analytics is enabling businesses to gain deeper insights into consumer behaviour and tailor offers more precisely. Additionally, technologies such as augmented reality (AR) and virtual reality (VR) are being used to engage and keep customers.”

Increasing urbanisation and the rise of a middle class are shaping consumption patterns, leading to a heightened emphasis on high-quality products, international brands, and the overall shopping experience. “The construction of new shopping centres and retail parks is becoming increasingly prevalent in major cities such as Casablanca, Rabat and Marrakech, providing a contemporary and cohesive shopping experience. Moroccan consumers are seeking a fluid transition between online and offline channels when shopping, and there is a rising demand for products that are both sustainable and ethical.”

Homeware and furnishings: Which designs and products are in demand in Morocco?

“The market for household goods, particularly modern and functional furniture, is growing. Decorative items, objects and accessories that blend traditional and modern styles are becoming more prevalent in homes across the country. In Morocco, the textile industry is highly advanced; carpets and other handmade items are not only popular domestically but are also garnering significant interest from international markets.”

Which Italian products are most sought-after in Morocco, and which brands enjoy the greatest popularity?

“The ‘Made in Italy’ brand has a strong reputation in Morocco, with burgeoning demand for Italian fashion and luxury brands. The trade turnover between the two countries is considerable, indicative of a strong and expanding commercial partnership. Italian design, especially in the furniture industry, is in high demand, with an emphasis on premium-quality pieces and contemporary styling. Notable brands include Natuzzi, Alessi, Poltrona Frau, Kartell, and B&B Italia. This sector alone comprises approximately 10% of the total imports from Italy, while its share of exports increases to 20%.”

The Moroccan market has distinct features shaped by its geographical location, cultural landscape and historical context. Could you provide a concise overview of the buying and selling dynamics, as well as the role of designers and trends within the North African marketplace?

“The domestic market presents a distinct opportunity for designers and entrepreneurs with an interest in crafts and cultural products. Engaging with local culture respectfully and with insight can ease the way to both entry and success in this market, which is both dynamic and steeped in tradition. Sales are primarily conducted through traditional venues such as souks, specialist shops, and online platforms. With e-commerce on the rise, establishing an online presence via platforms like Etsy, Shopify, or Amazon can open doors to Moroccan and global markets.

Both countries boast shopping experiences replete with historical significance, artisanal skill, and unique styles, captivating both local and international clientele.”

Shops, showrooms and concept stores: are there any similarities between the Italian and Moroccan approaches? What are the defining features of these sales outlets?

“Yes, there are similarities in sales approaches and shop layouts between Italy and Morocco, albeit with unique cultural and local nuances. Both nations provide shopping experiences steeped in history, artisanship and style, appealing to both domestic and international shoppers. In Italy, traditional shops are frequently found within the historic centres of cities. These establishments are commonly family-run, spanning generations, and provide an extensive selection of products including handicrafts, fashion, food, and various consumer goods. Similarly, in the traditional souks and markets of Morocco, the shops – known in Arabic as ‘dukkan’ – share this characteristic. Located in historic districts, they specialise in local handicrafts, offering items like carpets, ceramics, textiles, and art pieces.
Regarding showrooms, while in Italy they are frequently used by fashion and design firms to showcase their collections to buyers and the press during fashion weeks, with a strong emphasis on aesthetics and customer experience, in Morocco they are predominantly located in major cities such as Marrakech, Rabat, and Casablanca. Here, the focus is on exhibiting Moroccan handicrafts and textiles to both domestic and international buyers. Concept stores are also emerging in Morocco, particularly in major tourist destinations like Marrakech. These venues fuse art, fashion, design and local cuisine within settings that encapsulate the essence of modern Moroccan culture and style.”

E-commerce is expanding, yet traditional physical shops remain a vital part of the local retail landscape, particularly for handcrafted and culturally important items.

Physical vs. Digital Stores: Do consumers prefer to finalise their purchase in-store, or do they lean towards buying online?

“The decision to shop at physical stores or online also hinges on the nature of the product. Items that are used daily or consumed quickly are often more conveniently bought via the internet, whereas luxury or bespoke goods typically necessitate a trip to a physical store. Broadly speaking, the younger cohorts – Millennials and Generation Z – are inclined to favour online shopping, as they find e-commerce to be both fast and convenient. In conclusion, although e-commerce is on the rise in Morocco, traditional physical shops remain a crucial aspect of the shopping experience locally, particularly for handcrafted items and products of cultural importance.”

What do Moroccan buyers hope to find at Milano Home?

“Milano Home is an international exhibition renowned for drawing professionals, designers and industry experts from across the globe. It stands as a prestigious showcase where upcoming trends and breakthroughs in design and furniture are unveiled, encompassing both classic elegance and cutting-edge innovation.

The event offers an important chance for North African buyers in search of both functionality and sophistication.