Aswak Assalam

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

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

• Hypermarket retail chain
• Grocery supermarkets
• Online grocery delivery
• Click-and-collect service
• Retail loyalty program

Headquarters

HQ city

Poissy

HQ country

France

HQ region

Europe

Offices10 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. 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.
2. 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.
3. Aswak Drive: Click-and-collect service allowing customers to order online and pick up at designated locations.
4. 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

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core 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.

Named customers2 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators7 records

Recent moves15 records

Expansion highlights5 records

Direct 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

• YouTubeyoutube.com/channel/UCvNpL-ttp9Pf61kLEZEXnwQ
• Facebookfacebook.com/AswakAssalam
• Instagraminstagram.com/aswakassalamofficiel/?hl=fr
• LinkedInlinkedin.com/company/aswak-assalam

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Aswak Assalam