Magasin Général

What Magasin Général does

Magasin Général (mg) is Tunisia's oldest and largest supermarket chain, founded in 1883 by the Bartoli brothers and operating 82 stores across all 23 governorates of the country. Headquartered in Tunis, the Société Magasin Général S.A. employs 3,182 people and serves the broad Tunisian consumer base through food, household, beauty, personal care, electronics, and general merchandise retail. The company runs multiple store formats (mg maxi, mg proxi) and operates an e-commerce website (mg.tn) hosted on Microsoft Azure alongside the MyMG mobile application, which integrates the Club MG loyalty program with promotional campaigns and digital shopping.

mg's business model centers on one-time retail sales across physical stores supplemented by a growing digital channel, with revenue diversification achieved through a private label (MDD) brand portfolio spanning MG Jaime (food), Koll Youm (household), Kollection (textile), Prestigia (electronics), Homix and Home Line (home goods). The company also offers consumer credit and financial services, runs the "Consommi Watani" initiative supporting local producers, and operates a "1200 products" promotional campaign to protect consumer purchasing power. Distribution is omnichannel: 82 physical stores, the mg.tn e-commerce site, the MyMG app, and printed catalogs, with marketing through corporate website, press releases, social media, community events, and TV sponsorships.

Strategic direction is shaped by the 2023-2026 recovery plan (114 million Tunisian dinars) under CEO Fahd Chaouch, supported by a capital increase to 16.7 million TND, digitalization through MyMG, strategic partnerships (YASSIR, Ministry of Education), and historical ties with AUCHAN. The Board of Directors confirmed positive FY2024 turnaround dynamics in April 2025, and the company has won multiple consumer-voted awards (Best Brand of the Year 2025 and 2026, Product of the Year 2025, Private Label Brand of the Year 2024, 2025, and 2026), evidencing strong brand equity as it executes its recovery.

Name

Magasin Général

Legal name

Société Magasin Général S.A.

Website

https://mg.tn

Company type

Private

Founded year

1883

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Magasin Général (mg) is Tunisia's oldest and largest supermarket chain, operating 82 stores across all 23 governorates. Founded in 1883, it serves broad Tunisian consumers through food, household, beauty, and general merchandise retail, complemented by private label brands, e-commerce, and the MyMG loyalty app.

Ownership category

akta.pro rank

Headquarters

HQ city

Tunis

HQ country

Tunisia

HQ region

Africa

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Store Sales: Revenue generated from physical retail sales across 82 supermarket locations in Tunisia, offering food, household products, beauty, and general merchandise.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Magasin Général (mg) is a Tunisian supermarket chain that sells food, household, beauty, baby, textile, electronics, and home appliance products through 82 physical stores across the country, supplemented by the mg.tn e-commerce site and the MyMG mobile app. The company also offers consumer financial services such as credit facilities and runs a Club MG loyalty program plus a portfolio of private label brands (MG Jaime, Koll Youm, Kollection, Prestigia, Homix, Home Line).

Differentiator

Problem solved

Functional benefit

Brands

• MG Jaime: Private label brand (MDD) for food and consumer products, elected Distributor Brand of the Year 2026 in Tunisia for the third consecutive time
• Koll Youm
• Kollection
• Prestigia
• Homix
• Home Line
• MyMG
• mg m3ak

Products and services

• mg Supermarket Stores (mg maxi and mg proxi formats) Physical supermarket stores under the mg maxi and mg proxi formats offering groceries, fresh produce, household products, beauty, baby, textile, electronics and home appliances across 23 Tunisian governorates.
• mg.tn E-commerce Website

Quantifiable outcome

• 82 stores across 23 governorates covering all of Tunisia
• +2 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core and minor.

• Ministry of Education (Ministère de l'éducation)coreStrategic or Co-development Partner · 4 April 2024Partnership agreement signed to strengthen school infrastructure across Tunisia. The Ministry of Education indicated that the agreement will benefit public school establishments.
• YASSIRcoreStrategic or Co-development Partner · 7 December 2023Strategic partnership between mg and Yassir, the most valued startup in North Africa, building on 25 years of successful cooperation. The partnership aims to expand and deepen the relationship between the two entities.
• AUCHANminorStrategic or Co-development Partner · 1 January 2012Historical partnership established in 2012 for retail expertise and brand development before rebranding to mg in 2013.
• Daymon InternationalminorStrategic or Co-development PartnerPartnership with Daymon International for private label brand management, contributing to maintaining highest standards of modern distribution in North Africa.
• SotuverminorStrategic or Co-development PartnerPartnership for glass collection and recycling initiative as part of environmental responsibility programs.

Scale indicators4 records

Recent moves8 records

Expansion highlights5 records

Broad incumbents

• Carrefour: Global multi-format retailer with strong private-label (Carrefour Brand) and omni-channel strategy. Sets the benchmark for store modernization, digital, and private-label execution that MG is attempting to emulate.
• Tesco: Global supermarket operator known for private-label depth (Tesco own brand) and loyalty (Clubcard). Provides a benchmark for omni-channel integration and own-brand margin uplift relevant to MG's MyMG and MG Jaime programs.
• Walmart: World's largest grocery retailer with deep private-label assortment and supply-chain scale. Comparable as the global standard for capital-efficient grocery operations and digital transformation.
• Auchan: Global hypermarket operator and former strategic partner of MG (2012 partnership). Directly comparable in store format, private-label capability and supply-chain scale, and operates in Tunisia through Auchan retail formats.
• Schwarz Group (Lidl, Kaufland): European grocery group operating Lidl and Kaufland with industry-leading private-label penetration. Highly relevant benchmark for MG's private-label-led growth strategy and discount-resilient assortment design.
• Géant Casino (Casino Group): Hypermarket and supermarket operator with presence in North Africa including Tunisia. Comparable on multi-format retail, private label, and loyalty program design.

Regional players

• LuLu Group International: Hypermarket and supermarket group expanding across MENA and North Africa. Comparable regional grocery operator that could enter Tunisia and pressure incumbent market shares.

Emerging players

• SPAR International: Voluntary trading group operating supermarkets in Africa and emerging markets. Comparable franchise/affiliate model could be a structural alternative for MG to expand its footprint beyond Tunisia.

Direct peers

• Monoprix Tunisie: Tunisian supermarket chain with a comparable city-format grocery and household assortment and private-label offering. Competes head-to-head with MG in urban Tunisian catchments.
• Carrefour Tunisie: Hypermarket and supermarket operator in Tunisia operating under the Carrefour banner through a local partner. Directly competes with MG on grocery, household and private-label assortment across physical stores in the same Tunisian market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@mg-
• LinkedInlinkedin.com/company/groupe-magasin-g-n-ral

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Magasin Général