Alcott Opens Its First Store in Marrakech, Marking a New Chapter in Expansion
Chiccorner is continuing its strategic deployment of the Italian brand Alcott in Morocco, having inaugurated a new store in the bustling Carré Eden shopping center in Marrakech on September 20, 2026. This opening marks the brand's first foray into the ochre city, bringing the total number of Alcott locations in the Kingdom to six.
The new Marrakech location comes just a year after the debut of Alcott's first store in Morocco Mall, Casablanca. Over the past twelve months, the brand has steadily established its presence in the economic capital with five outlets now operational in various malls, including Morocco Mall, Aeria Mall, Californie Mall, Marina Mall, and Maârif. The debut at Carré Eden signals a significant milestone for Alcott as it expands beyond Casablanca for the first time.
Strategic Expansion and Brand Engagement in Marrakech
The decision to open a store in Marrakech aligns with Chiccorner's broader strategy of facilitating the entry of international brands into high-visibility locations. Situated in a central and vibrant neighborhood, Carré Eden provides Alcott with a strategic foothold among a diverse clientele, including local residents, national visitors, and international tourists who are keen on fashion trends and accessible retail experiences.
Adil Mamoumi, the General Manager of Chiccorner, emphasized the significance of this opening, stating, "This first store in Marrakech represents a new milestone in Alcott's journey in Morocco. After establishing a solid presence in Casablanca, we were eager to expand into a dynamic and attractive city like Marrakech. Carré Eden naturally emerged as a strategic location to connect with a new customer base and progressively strengthen the brand's national presence."
The new Alcott store aims to cater to a generation that seeks a modern wardrobe that is easy to wear and frequently refreshed. It showcases the brand's men's and women's collections, which are designed around contemporary, urban, and accessible fashion, blending everyday essentials with trendy pieces and inspirations drawn from the latest global influences.
Staying true to Alcott's signature style, the new store features a modern layout with fluid circulation, clear presentation of collections, and an atmosphere that reflects the brand's Italian heritage. The in-store experience has been thoughtfully designed to allow customers to discover the latest collections in a straightforward, dynamic, and intuitive manner.
For Chiccorner, this sixth store opening not only reaffirms the momentum established since Alcott's entry into Morocco but also reflects the group's commitment to gradually building a network that brings the brand closer to new customer communities while consolidating its presence in the Moroccan affordable fashion market.
Founded in Naples in 1990, Alcott has established itself as an international brand offering accessible fashion. Targeting young and contemporary customers, the brand regularly refreshes its collections to align with everyday styles and life moments. With over 100 stores globally, Alcott has experienced rapid growth, successfully penetrating both the Italian and international markets.
Chiccorner is a major player in retail and distribution, specializing in the introduction and development of international brands. The group owns and operates a portfolio of recognized brands, including Alcott, Aeronautica Militare, U.S. Polo Assn, PRINCIPE, and Wycon Cosmetics. By focusing on innovation, operational excellence, and a deep understanding of the Moroccan market, Chiccorner continues to expand and enhance the national commercial offering.
As reported by maroc-hebdo.com.
