Starbucks and H&M’s announced exit from Morocco is still shrouded in ambiguity and confusion, as conflicting reports and statements about the retrieval continue to perplex consumers.
The Kuwaiti conglomerate AlShaya Group managing both brands in the Kingdom recently provided a written clarification to media outlets regarding the future of these stores in the country.
Responding to queries about the announced withdrawal, with all H&M stores closing in Morocco, a spokesperson for the Group told SNRT “we remain more committed than ever to managing the H&M brand in Morocco. This involves regularly assessing our portfolio to ensure an appropriate presence of our stores in locations that best suit our clientele.”
“We believe in the long-term success of the brand and staying vigilant for opportunities to optimize its potential in the territory, which may occasionally result in adjustments to our store network,” the spokesperson explained.
Expressing confidence in the long-term success of the brands in Morocco, they emphasized ongoing efforts to maximize the potential of Starbucks saying, “we will continue to showcase all our Starbucks cafes in Morocco.”
These statements come in response to swirling speculations about these global brands exiting the Moroccan market due to massive boycott calls, fueled by Israel’s aggression on Gaza.
Yet, the statement of the Shayaa Group does not explicitly refute the reports of its decision to scrap the two brands from Moroccan markets, but rather refers to “adjustments to the stores networks.”
The specifics of these adjustments and whether they will involve a departure remain undisclosed at this time, but insinuate closing down locations and relocating to different cities and shopping centers across the country.
Many netizens interpreted the statement invariably as a refutation of the circulating departure reports, while the statement from the Group itself remained vague.
The ambiguity surrounding this situation is evident, given that earlier reports attributed the announcement of the news to the AlShaya Group itself.
The announcement has stirred a sense of uncertainty within business circles, considering that these two brands collectively employ hundreds of Moroccan individuals, in addition to sparking worries among investors.
The decision was reportedly motivated by business results below expectations, an offer deemed poorly suited to the local market, and that “the market is no longer attractive” for their businesses.
To date, there are 18 Starbucks outlets in Morocco, 10 in Casablanca, three in Marrakech, three in Rabat, and one in Kenitra and in Tangier.
Regarding H&M, the chain currently has four stores in Morocco, two in Casablanca, one in Rabat, and one in Marrakech.
add your comment
Terms of publication : Not to offend the writer, people, sacred things, or attack religions or the divine self, and refrain from racist incitement and insults.