Hamashbir Lazarchan has signed an agreement with Kenneth Cole to expand its brand in Morocco and the EU, aiming for $400 million in sales by 2030. However, this expansion faces strong opposition in Morocco due to growing protests against ties with Israel following recent military actions in Gaza. Activists have filed a lawsuit against an Israeli minister attending a conference in Marrakech, illustrating the deepening conflict over Israel’s presence in Morocco.
Israeli department store chain Hamashbir Lazarchan has entered into an agreement with Kenneth Cole to sell its products, aiming for a significant presence in Morocco and beyond. This partnership, confirmed by the Jerusalem Post, will also target European Union countries and the UK, contributing to the company’s goal of reaching $400 million in brand sales from 2026 to 2030. Key to this strategy is the plan for 30 franchisee-operated stores by 2028.
However, this expansion occurs against a backdrop of rising tensions in Morocco over its diplomatic ties with Israel, particularly in light of recent violence in Gaza. Public sentiment in Morocco is increasingly against these ties, with protests erupting following Israel’s military actions since October 7, 2023. Activists argue that the Israeli company’s venture could be met with backlash due to the current geopolitical climate.
The calls for severing ties with Israel intensified after Morocco’s re-establishment of diplomatic relations in December 2020, which has been met with dissent among a segment of the population. The Moroccan government has responded to these concerns, emphasizing its commitment to supporting an independent Palestinian state, yet protests continue to demand a freeze on all trade deals with Israel.
Recently, the presence of Israeli Minister Miri Regev at a conference in Marrakech has sparked outrage, leading to a legal complaint filed by Moroccan activists who describe her as a “terrorist minister.” This lawsuit hinges on allegations of war crimes associated with her government, underscoring the growing tensions surrounding Israel’s role in the region amidst ongoing protests in Moroccan cities.
In summary, Hamashbir Lazarchan’s agreement with Kenneth Cole marks a significant turn for Israeli brands in Morocco, but it faces potential backlash amid rising tensions over Israel’s actions in Gaza. Public sentiment in Morocco strongly opposes ties with Israel, pushing activists to call for diplomatic severance and boycotts. With ongoing protests and legal actions against Israeli officials, the path forward for Israeli companies operating in Morocco remains fraught with challenges.
Original Source: www.moroccoworldnews.com
