Aswak Assalam
- Company typePrivate
- Founded1998
- HeadquartersPoissy, France
- Headcount11–50
- GTM typeB2C
- OfferingServices
Aswak Assalam firmographics
Firmographics- Name
- Aswak Assalam
- Legal name
- Aswak Assalam
- Website
- https://aswakassalam.com
- Company type
- Private
- Founded year
- 1998
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
Aswak Assalam industry classification
Industry- Product category
- Retail Supermarkets
- NAICS
- Warehouse Clubs, Supercenters, and Other General Merchandise Retailers (45521), Grocery and Convenience Retailers (4451)
- SIC
- Retail-Misc General Merchandise Stores (5399), Retail-Catalog & Mail-Order Houses (5961)
- akta.pro primary industry
- Halal & Middle Eastern Grocery Stores (CRAHAFAC)
- akta.pro secondary industries
- Grocery & Pantry Inventory-led Online Retailers (CRAFADAF), Consumer Electronics & Appliances Online Retailers (CRAFADAD)
Keywords
Where Aswak Assalam is headquartered
LocationHeadquarters
- HQ city
- Poissy
- HQ country
- France
- HQ region
- Europe
Offices10 records
Markets served
Aswak Assalam business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- Retail Sales: Brick-and-mortar retail sales through 13 hypermarkets and supermarkets across Morocco, offering 70,000+ product references across food, beverages, household goods, electronics, and more.
- E-commerce Delivery: Online ordering with home delivery service covering multiple cities including Casablanca, Mohammedia, Bouznika, El Mansouria, Benslimane, Ain Harrouda, Rabat, Salé, Témara, Kénitra, Agadir.
- Aswak Drive: Click-and-collect service allowing customers to order online and pick up at designated locations.
- Loyalty Program: Free loyalty card program with 1,300,000+ members earning points on purchases, redeemable for fidelity checks (5000 points = 50 Dh).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard retail pricing for general consumers |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
Aswak Assalam product offering
Product offeringCore offering
Aswak Assalam operates a chain of 13 hypermarkets and supermarkets across Morocco under Ynna Holding, offering over 70,000 product references across food, beverages, household goods, electronics, and general merchandise. The company combines physical retail with multi-channel shopping through an e-commerce website, iOS and Android mobile applications, Aswak Drive (curbside pickup), and Aswak Delivery (home delivery service). A free loyalty program (Carte Fidélité) with 1.3 million members supports customer retention.
Product overview
Aswak Assalam is a Moroccan supermarket and hypermarket chain operating under Ynna Holding since 1998. The company offers a unified retail platform combining 13 physical stores across Morocco with digital shopping channels including a full e-commerce website, mobile applications for iOS and Android, Aswak Drive (curbside pickup service), and home delivery through Aswak Delivery. The retail offering encompasses over 70,000 product SKUs across 17 major departments including Patisserie, Boulangerie, Fruits & Légumes, Boucherie & Volaille, Charcuterie & Traiteur, Crèmerie, Épicerie, Boissons, Beauté & Hygiène, Entretien, Maison & Cuisine, Animalerie, Petit & Gros Électroménager, Plein Air/Jouets/Loisirs, Multimédia, Cadeaux & Accessoires, and Auto/Brico. The loyalty program (Carte Fidélité) has over 1.3 million members.
Differentiator
Problem solved
Functional benefit
Brands
- Janis: Private label brand for food products including peanut butter and nectar juices sold at Aswak Assalam stores
Products and services
- Patisserie Products Pastry and baked dessert products sold through Aswak Assalam retail stores and digital channels.
- Boulangerie Products Fresh breads, sandwich breads, burger buns, pizza bases, viennoiseries, and brioches sold in-store.
- Fruits and Vegetables Fresh produce including vegetables and fruits available across all Aswak Assalam locations.
- Butchery and Poultry Fresh meat and poultry products available in-store at the boucherie department.
- Charcuterie and Traiteur Deli meats, cold cuts, prepared foods, and duck-based products.
- Cremerie (Dairy) Dairy products including cheese, milk, plant-based beverages, yogurt, eggs, butter, and fresh creams.
- Epicerie (Pantry Staples) Grocery staples including flour, semolina, dried legumes, gluten-free items, oils, sauces, canned goods, pasta, rice, and soups.
- Biscuits and Confectionery Biscuits, confectionery, chocolates, hot beverages, snacks, baby food, breakfast items, and regional products.
- Beverages Water, soft drinks, fruit and vegetable beverages, and non-carbonated drinks.
- Beauty and Hygiene Beauty, personal hygiene, and hair care products.
- Household Maintenance Cleaning products, household accessories, laundry supplies, air fresheners, insecticides, and shoe polish.
- Home and Kitchen Home and kitchen items including tableware, cookware, storage, bedding, furniture, linens, and carpets.
- Pet Care (Animalerie) Pet care and animal products.
- Small Home Appliances Small kitchen and home appliances including food processors, cooking devices, climate control, cleaning, and personal care appliances.
- Large Home Appliances Large household appliances including refrigeration and laundry equipment.
- Outdoor, Toys and Leisure Outdoor activities, sports equipment, toys, games, luggage, stationery, and books.
- Multimedia and Electronics Electronics including imaging, audio, computing, gaming, smartphones, tablets, and accessories.
- Gifts and Accessories Gifts and accessories including celebration items, photo frames, and gift organization products.
- Automotive and Hardware Automotive supplies, hardware, sanitary items, tools, batteries, and cleaning products.
- Aswak Delivery Home delivery service bringing groceries directly to customers' homes across multiple Moroccan cities including Casablanca, Mohammedia, Rabat, Salé, Témara, Kénitra, and Agadir.
- Aswak Drive Drive-through grocery pickup service allowing customers to order online and collect orders at designated locations without leaving their vehicles.
- Carte Fidélité Loyalty Program Free loyalty card with over 1.3 million members, earning points on purchases redeemable for fidelity checks (5000 points = 50 Dh), with welcome bonuses, exclusive promotions, and dedicated checkout lanes.
- Janis Private Label Brand Aswak Assalam's own private label brand for food products including peanut butter and nectar juices sold at Aswak Assalam stores.
Companies that use Aswak Assalam
Customer profileNamed customers2 records
Segments1 record
Ideal customer profiles1 record
Aswak Assalam technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Aswak Assalam partnerships and signals
Strategic signalScale indicators7 records
Recent moves15 records
Expansion highlights5 records
Aswak Assalam competitors and assessment
Company assessmentDirect peers
- Carrefour Maroc: Hypermarket and supermarket operator in Morocco via the Label'Vie/Carrefour franchise, competing head-to-head with Aswak Assalam across food and general merchandise in the same key Moroccan cities.
- Casino Maroc: French-affiliated supermarket operator in Morocco offering mass-market grocery and general merchandise; competes with Aswak Assalam in shared geographies.
- ATACADAO (Carrefour Group): Cash-and-carry / wholesale-club format of the Carrefour group operating in Morocco; competes for both consumer and small-business basket spend with a similar broad-assortment model.
- Acima: Moroccan supermarket and hypermarket chain operating in multiple Moroccan regions; competes with Aswak Assalam in fresh, packaged grocery, and general merchandise with overlapping store formats.
- Marjane: Morocco's leading hypermarket chain operated by Label'Vie, directly overlapping with Aswak Assalam in hypermarket format, mass-market Moroccan consumer focus, multi-city footprint, and grocery/non-food category breadth.
- Auchan Maroc: French hypermarket group with retail presence in Morocco; directly comparable hypermarket format, pricing strategy, and broad food/non-food assortment serving Moroccan mass-market consumers.
Others
- Spar Maroc: Convenience and supermarket franchise operating in Morocco via local partners; adjacent channel competing for the same household grocery spend via smaller, proximity-driven formats.
Regional players
- Aswak Assalam — rival independent regional supermarkets (e.g., Label Maghreb): Smaller Moroccan grocery and general-retail operators serving regional catchments; illustrate the fragmented competitive set Aswak Assalam navigates outside of the major hypermarket chains.
Emerging players
- BIM (Turkey / Morocco operations): Turkish hard-discount chain aggressively expanding into Morocco; targets the same mass-market Moroccan consumers Aswak Assalam serves via smaller-footprint discount stores, often near or between hypermarket catchments.
Broad incumbents
- Label'Vie: Parent company of Marjane and Carrefour Maroc franchisee; the dominant organized retailer in Morocco with broader category, loyalty program (Club), and digital scale that exceed Aswak Assalam's footprint.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Aswak Assalam social profiles
Digital presenceAswak Assalam financial estimates
Financial estimateRevenue estimate
Valuation estimate
Aswak Assalam leadership team
Management profileNumber of profiles
Aswak Assalam funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Aswak Assalam M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Aswak Assalam
What does Aswak Assalam do?
Aswak Assalam operates a chain of 13 hypermarkets and supermarkets across Morocco under Ynna Holding, offering over 70,000 product references across food, beverages, household goods, electronics, and general merchandise. The company combines physical retail with multi-channel shopping through an e-commerce website, iOS and Android mobile applications, Aswak Drive (curbside pickup), and Aswak Delivery (home delivery service). A free loyalty program (Carte Fidélité) with 1.3 million members supports customer retention.
Is Aswak Assalam a public or private company?
Aswak Assalam is a private company. It is classified as corporate owned and is currently operating.
When was Aswak Assalam founded?
Aswak Assalam was founded in 1998. It employs 11 to 50 people.
Where is Aswak Assalam based?
Aswak Assalam is headquartered in Poissy, France, in the Europe region.
How does Aswak Assalam make money?
Four revenue lines are on record. Retail Sales are the primary driver. The others are E-commerce Delivery, aswak Drive and loyalty Program.
Who are Aswak Assalam's main competitors?
Direct peers on record are Carrefour Maroc, Casino Maroc, ATACADAO (Carrefour Group), Acima, Marjane and Auchan Maroc. Spar Maroc is listed as an others. Aswak Assalam — rival independent regional supermarkets (e.g., Label Maghreb) is listed as a regional player. BIM (Turkey / Morocco operations) is listed as an emerging player. Label'Vie is listed as a broad incumbent.
Does Aswak Assalam have an API?
No public API is recorded for Aswak Assalam.
What industry is Aswak Assalam in?
Aswak Assalam's product category is Retail Supermarkets. Its primary akta.pro industry code is CRAHAFAC, Halal & Middle Eastern Grocery Stores, with a secondary code of CRAFADAF, Grocery & Pantry Inventory-led Online Retailers. Its NAICS code is 45521 and its SIC code is 5399.