The Tenor Group adds a new string to his bow. Indeed, through its Tenor Retail division, the group, founded some twenty years ago, has just acquired 60% of the capital of the company Cafaye SARL, exclusive distributor in Morocco of branded coffee machines and products. Malongo.
Held since its launch in Morocco in 2014 by the UMAREQ group, an active player in the development of kitchens and the sale of catering equipment for professionals in the CHR trades (Cafés, hotels and restaurants), Cafeye SARL enriches the retail activities of the Tenor group, in particular those related to catering, such as the Quick fast food master-franchise that the group controlled by businessman Farid Bensaid has been developing since 2016 throughout Africa, outside of Tunisia. Admittedly, the turnover of the new subsidiary of Tenor Retail does not yet exceed a few tens of millions of dirhams, but its potential for development in a rapidly growing coffee market in Morocco is highly proven.
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The former parent company, UMAREQ will therefore remain in the minority in the capital to support the transition of its former subsidiary and in particular, in a sector where the BtoB segment, where interpersonal skills and intuitu-personae can be a factor important in anchoring the business.
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Remember that Tenor Group is a multi-business group that operates in several activities including telecom distribution, real estate, long-term vehicle leasing, BPO activities, money transfer, insurance brokerage and catering with a consolidated turnover of nearly two billion dirhams (including nearly one billion dirhams at the level of its distribution division). The group employed more than 1,500 employees at the end of 2021.
