Kitea

Last updated

Kitea
Company type Public limited company
IndustryFurniture
Founded1993
FounderAmine Benkirane [1] (CEO)
Headquarters Casablanca, Morocco
Key people
Amine Benkirane (CEO)
Othman Benkirane (managing director)
ProductsFurniture and home decoration
Website www.kitea.ma

Kitea is a Moroccan furniture and home decoration retail brand founded in 1993 by Amine Benkirane. The name derives from the combination of "Kit" and "Ameublement" (furnishing). It operates in 16 cities across Morocco with 33 stores and employs over 1,000 people. The brand has also expanded to Sub-Saharan Africa.

Contents

History

Kitea was founded in 1993. In January 2015, KITEA became a partner of Harvard Business School. [2]

In November 2025, Kitea opens a new store in Laayoune. [3] [4] [5]

Locations

The company operates about thirty retail outlets in Morocco, including 2 KITEA City stores – an "Urban Store" concept launched in 2018 in Casablanca and Rabat. [6] KITEA also operates in other African countries.

As of 2025, Kitea owns 23 stores in 15 cities in Morocco (Tangier, Oujda [7] , Fez, Kenitra [8] , Rabat, Mohammedia, Casablanca, Khouribga, Beni Mellal, Berrechid, El Jadida, Safi, Marrakesh, Agadir [9] and Laayoune).

KITEA in African Markets

Beyond its domestic market, the KITEA group is also expanding into Africa, with plans to enter the Ghana market in November 2022 by opening a KITEA GEANT store in Accra with over 10,000 square metres (110,000 sq ft) of retail space. Senegal and Ivory Coast were also targeted that same year. [10]

KITEA acquires Furniture Palace Limited

KITEA announced the acquisition of a majority stake in Furniture Palace Limited, a distributor of home and office furniture based in Kenya. This acquisition in East Africa marks KITEA's first major international expansion outside of Morocco. [11]

References

  1. ↑ "Kitéa. An interview with Amine Benkirane, founding CEO of the furniture and decoration brand", Observatoire de la franchise.
  2. ↑ "Kitea becomes partner of Harvard Business School". Maghress. Retrieved 18 October 2022..
  3. ↑ "Kitea mise 60 millions de dirhams pour son nouveau magasin à Laâyoune". Le Desk (in French). Retrieved 15 January 2026.
  4. ↑ "KITEA investit 60 millions de dirhams à Laâyoune pour son nouveau magasin géant". Le 360 Français (in French). Retrieved 15 January 2026.
  5. ↑ Kettani, Mounia Kabiri (7 November 2025). "KITEA s'implante à Laâyoune". LobservateurDuMaroc (in French). Retrieved 15 January 2026.
  6. ↑ "Kitea City, a new urban store concept". Le360.ma. Retrieved 18 October 2022..
  7. ↑ Kharroubi, Ali (8 April 2009). "Oujda : Inauguration de Kitea Géant". Aujourd'hui le Maroc (in French). Retrieved 15 January 2026.
  8. ↑ "KITEA inaugure son nouveau concept à Kénitra". Le 360 Français (in French). Retrieved 15 January 2026.
  9. ↑ MATIN, LE (7 April 2023). "Kitea inaugure son plus grand magasin à Agadir". Le Matin.ma (in French). Retrieved 15 January 2026.
  10. ↑ "Furniture. KITEA's continental ambitions". L'Observateur du Maroc. Retrieved 14 November 2022..
  11. ↑ "KITEA acquires Furniture Palace Limited, leading furniture distributor in Kenya – La Vie éco". lavieeco.com. Retrieved 14 November 2022..
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