DIAMANTINE

Diamantine is a Moroccan textile brand specializing in shawls, scarves, and traditional clothing. It promotes "Made in Morocco" and has over 120 retail outlets worldwide.

Founded in 1918, SOFTGROUP is one of the largest textile groups in Morocco and the first to receive ISO9001 certification as well as the first Gold Export Trophy. The holding company brings together more than 3,500 employees, forming a cohesive and committed team working daily to ensure the sustainability of the group. For over fifteen years, Diamantine has been perpetuating ancestral know-how through modern, refined, and innovative collections inherited from our parent company, SOFTGROUP.

As a true ambassador of Moroccan lifestyle, Diamantine relies on experienced teams, internationally renowned designers, and cutting-edge technologies to offer its clients products that combine quality, design, and competitive prices.

As a socially responsible company, Diamantine employs thousands of people across Morocco, in both remote areas and major cities. Our core values – quality, innovation, and family spirit – are the driving forces behind the brand's development both in Morocco and internationally.

Since the opening of its first store in Casablanca in 2002, Diamantine has continued to grow and now has over 120 points of sale worldwide.

Sourcing & Logistics

The group's true strength lies in its industrial foundation. With genuine expertise in the trade and its own production through its sister companies, Diamantine benefits from a unique production capacity, enabling it to meet the most diverse demands quickly and in large volumes.

Located in Ain-Sebaâ, Casablanca, the logistics platform covers an area of over 5,000 m². Expert logistics and analysis teams ensure the supply of all stores worldwide.

Products

Diamantine is passionate about tradition and promotes "Made in Morocco". Initially focused on shawls and scarves, Diamantine has gradually expanded its range to include traditional clothing for women, then for men and children, before branching out into accessories. Today, the brand innovates by offering a range of local products inspired by Moroccan beauty rituals.

Diamantine produces and distributes thousands of items each year worldwide thanks to a pricing and distribution strategy focused on accessibility. The brand also stays attuned to the market and fashion trends to continuously reinvent Moroccan fashion.

Distribution Network

Store Concept

Modern, classy, and minimalist, the stores are developed in collaboration with internationally renowned architecture firms. The concept is suitable for areas between 70 and 150 m² and is designed to offer a unique customer experience. The display of items has been carefully planned to highlight each product while respecting international merchandising standards.

Online Sales

Diamantine was the first Moroccan brand to market its products online. Today, to reinforce its distribution expertise and proximity strategy, the brand has an ergonomic portal and an e-shop that delivers throughout Morocco and globally. Diamantine is also listed on major Moroccan marketplaces.

Development Ambitions

2011 marked the beginning of Diamantine's international expansion with the opening of a first store in Algiers, which was a great success. Since 2015, Diamantine has launched an ambitious development program relying on a network of local partners and franchisees. Today, we are present in new countries such as: Tunisia, Libya, Saudi Arabia, Kuwait, Qatar, Jordan, Bahrain, Oman, France, Belgium, the Netherlands, Canada...

Diamantine was also named Best Moroccan Franchise Brand in 2015 at the "MENA Franchise Awards for Excellence in Franchising" in Dubai.

Financial Conditions

- Entry fee: €5,000 (training, technical support, information system)
- Royalties: 1% of turnover
- Fitting-out cost: €700 to €900 /m²
- Store area: Between 70 and 152 m²
- Initial stock: €30,000 – €50,000 depending on store size and launch season.
- Contract type: Brand license – 5 years

The franchisee’s personal contribution depends on the size of the premises, the fitting-out work, and the initial stock. Banks generally finance between 50% and 70% of the total investment. In most cases, the franchisee must have a personal contribution, before financing, of over €40,000.

Franchisor Support

Store setup assistance includes several key aspects to ensure smooth operation. First, an operations manual is provided to guide internal processes. Then, comprehensive training is offered to sales staff to ensure quality service. A dedicated information system is also integrated for better operations management. Additionally, marketing and merchandising support is provided to enhance the store's visibility and attractiveness. Order responsiveness is another key asset, ensuring quick and efficient replenishment. Finally, more than 4,000 new references are added each year to diversify the offering and meet customer expectations.

Diamantine celebrates 20 years by your side: A milestone under the sign of fashion, refinement, and loyalty

Highlights from Diamantine’s prestigious 2018 annual fashion show at L’Asqala: An unforgettable event celebrating elegance and craftsmanship

Note to future franchisees

1. The information published on this page is provided by the franchisor under their responsibility. Be sure to ask questions, talk to existing franchisees, and verify that you have all the accurate information needed to make your decision. Franchise experts who can assist you are listed in the Resources/Experts in Franchise section. Follow our franchise training sessions available in the Resources/Exhibitions and Events section.
2. All figures are in euros (€) to allow comparisons and sorting between local and international franchisors.
3. The required amount for your personal contribution and the total investment may vary depending on the country, rental prices, store area, etc. The figures shown on the right column may therefore be 0, 1 or variable and will be assessed with the franchisor based on your joint project.