The Royal Moroccan Football Federation (FRMF) continues to broaden its commercial investments linked to the national football team by enhancing its network of official stores, known as the "FRMF Store," with the addition of five new branches. These new outlets are strategically located in the cities of Rabat, Casablanca, Tangier, and Marrakech, aiming to bring the official merchandise of the Atlas Lions closer to Moroccan fans both within the Kingdom and abroad.
According to a statement released by the federation, the new stores include the first branded outlet located at Mohammed V International Airport in Casablanca. This initiative is designed to serve travelers and members of the Moroccan diaspora living overseas, allowing them to purchase official national team products during their travels.
In addition to the airport store, the expansion also includes a second outlet in the capital city of Rabat, situated within the "Marjane Hay Riad" shopping center, along with a branch in Casablanca at the "Marjane California" center. The northern region is now represented with the first store in Tangier, located within the "Socco Alto" shopping center, and a new outlet has also opened in Marrakech at the "Menara Mall." These new stores join the initial location that was launched at the "Arribat Center" in Rabat, along with the official online platform established by the federation to market its products.
Looking ahead, the FRMF Store plans to open a large store in the "Almaz Casablanca" shopping center by the end of 2026, with future expansion plans targeting additional Moroccan cities and airports.
The federation's strategy is not limited to merely expanding direct sales; it is also leveraging its online platform, store.frmf.ma, which allows customers to purchase a variety of official products with delivery services available across all regions of Morocco and to several international destinations. This initiative opens up opportunities for members of the Moroccan diaspora to stay updated with the latest offerings from the national team from outside the Kingdom.
In a bid to diversify its commercial offerings, the brand aims to go beyond just selling official jerseys and match-related products. It plans to invest in collections that feature everyday fashion and contemporary clothing aimed at men, women, and children, inspired by the colors, symbols, and identity of Morocco.
Furthermore, the federation announced its preparations to launch a new collection named "12," honoring the Moroccan fans who embody the twelfth player in their support of the Atlas Lions. This will be alongside a special collection for the autumn and winter of 2026, building upon previous collections titled "Sahara," "Royaume," and "Morocco."
Through these initiatives, the federation aims to evolve the "FRMF Store" into a Moroccan brand specialized in sports fashion and lifestyle, capitalizing on the rising popularity of the national team and fostering a culture of consumerism that transcends the boundaries of stadiums and sporting events.
As reported by alakhbar.press.ma.
