The official launch of the new Turkish Chamber of Commerce and Industry in Morocco (CTCIM) has provided an opportunity to rediscover several Turkish companies that have built genuine success stories in Morocco over the years. Among them, LC Waikiki holds a special position. Its journey illustrates the ability of a Turkish company to understand the Moroccan market, establish a lasting presence and gradually transform its commercial footprint into a genuine success.
Present in Morocco since 2012, LC Waikiki has built its development around a positioning particularly suited to the market: offering accessible, diverse and family-oriented fashion, with an attractive value-for-money proposition. This strategy has enabled the brand to reach a broad customer base and gradually become part of Moroccan consumers’ purchasing habits.
One of the most remarkable elements of this success is its territorial expansion strategy. The retailer has not limited itself to the major metropolitan areas. It has progressively expanded its network across several cities in the Kingdom, reaching 22 cities with the opening of its store in Ouarzazate in 2026.
This proximity-driven approach reflects a clear ambition to bring the brand closer to Moroccan consumers, including those living outside the country’s main commercial hubs.
This territorial expansion has been accompanied by strong commercial performance. According to Euromonitor, LC Waikiki maintained its leading position in the Moroccan womenswear category in 2025, with an 11% market share. In the jeans segment, the brand also accounted for 16% of the Moroccan market in 2025, confirming the strength of its position across several strategic categories.
But LC Waikiki’s success is not based on price alone. The company has progressively placed customer experience at the heart of its strategy. After winning the Best Customer Service award in Morocco’s fashion retail sector in 2025, the retailer received a second consecutive distinction in 2026.
The company places particular emphasis on continuous employee training, customer feedback and the use of data to further personalize commercial relationships.
From Market Expansion to Customer Loyalty
This evolution is particularly significant. LC Waikiki has moved from a strategy primarily focused on market expansion toward one increasingly centered on customer loyalty, consumer knowledge and building long-term relationships with its customers.
Its Moroccan journey also illustrates another dimension of Turkey’s economic presence in the Kingdom. Beyond trade between the two countries, some Turkish companies have succeeded in creating a genuine local economic footprint through their investments, distribution networks, employment creation and close relationship with consumers.
This is precisely the type of trajectory that the CTCIM seeks to promote and make better known. The Chamber’s mission is to foster economic, industrial and commercial relations between Morocco and Turkey and to bring companies from both markets closer together.
With LC Waikiki, Morocco therefore provides a particularly compelling example of successful foreign market integration: a Turkish brand, a Moroccan market, a strategy adapted to local realities and, ultimately, a genuine commercial success story.
LC Waikiki’s experience shows above all that success in the Moroccan market does not depend solely on the strength of a brand. It relies on the ability to understand consumers, control costs, build a proximity-based network and invest for the long term.
From this perspective, the launch of the CTCIM opens a new window onto Turkish companies that, sometimes away from the spotlight, have already profoundly transformed several sectors of the Moroccan economy.
