MOROCCO

special advertising section 11COMPANYPROFILEThe prince of franchisingThis retail pioneer has a talent for spotting consumer demandand introducing it into the business cycle at the right moment.With an exclusivepackage ofinternationalbrands ranging fromperfumes, cosmetics,women’s fashions andleather goods to drycleaning, car washesand high-qualityAbdelwahedBenchrif,kitchen furniture,founder and Abdelwahed Benchrifchief executive, is one of the leadersBCF Group of the franchise industryin Morocco.As the founder and chief executiveof the BCF Group, he was one of thepioneers in his home country of theretailing concept of franchising– bringingtop-quality, world productsto the nation’sshoppers.BCF’s activities began inthe 1990s with a partnershipto acquire andexploit the crushing andgrinding of minerals inl’Oriental. It then movedinto construction and realestate, a division that thisyear realized revenues of$68.3 million. New venturesare currently underdevelopment, including a residentialproject in Bouskoura and commercialreal estate projects in Casablanca.When he spotted the growth of thereal estate sector, Benchrif moved inquickly and went on to introduceCuisine Plus, the French kitchen cabinetand bathroom range.In 2004, he launched Marionnaudas a joint venture with MarionnaudFrance, one of Europe’s most highlyregarded perfume and cosmetic storebrands.The venture has proved successful,with the store brand developingstrongly throughout the country, and isexpected to achieve 20 points of saleby the end of 2008. Marionnaud predictsit will account for more than halfof all perfume and cosmetic sales inMorocco in 2009, with revenues of$16.4 million.As he detected consumer demand,Benchrif was adept at knowing howand when to introduce internationalbrands to Morocco. He launchedFranck Provost, one of the world’slargest hairdressing salon chains; choseFurla and Lancel for leather goods;Carroll for women’s ready-to-wear fashion;and Curves for women’s healthclubs. He also brought in 5àSec, thelargest international chain of dry-cleaningshops; Eléphant Bleu car washes;Quick, a leader in the fast-food industryin Europe; and many other brands.Soon, BCF will be launching its ownlow-cost spring water. Part of the saleprice from each bottle will be donatedto a local charity. “I’ve been workingat BCF for 18 months, and it’s anincredible experience to feel the ambitionand see the projects growing sofast! It’s a real challenge,” says RitaBennani, the head of communicationsand marketing.“I never thought I’d invent thewheel,” says Benchrif, “so I settled onbringing proven international brands toMorocco.” His talent for spotting consumerdemand and introducing it intothe business cycle at the right momenthas enabled BCF to identify marketniches and adapt the franchise modelto Morocco’s galloping economy.A franchise is a gamble, but it hasearned 36-year-old Benchrif the reputationof dashing innovator. ◆