Fez — Italian menswear house Pini Parma has opened its first boutique in Morocco, choosing Casablanca as its newest international address and a strategic entry point into the African market.
The brand’s official store page lists the new boutique at 9 Rue Oumaima Essayeh in Casablanca’s Racine district, with opening hours from Monday to Saturday between 10 a.m. and 1 p.m., then 3 p.m. to 7:30 p.m.
Pini Parma also announced the opening on its official social media channels, describing the Casablanca store as “a destination for timeless elegance and contemporary Italian craftsmanship.”
Italian tailoring arrives in Casablanca
Founded by Thomas Pini, Pini Parma has built its identity around high-end men’s clothing rooted in Italian tailoring traditions. The brand presents itself as a 100% Made in Italy label, with collections ranging from suits, jackets, trousers, shirts, knitwear, eveningwear, shoes, and accessories.
The Casablanca boutique offers Moroccan clients direct access to the brand’s full menswear universe, from structured jackets and refined trousers to more relaxed seasonal pieces designed for everyday elegance.
For the brand, the move reflects a broader international expansion strategy. Pini Parma already lists stores in cities including London, Milan, Paris, Belgrade, Brussels, Baku, and now Casablanca.
Why Casablanca
The choice of Casablanca places the Italian label in Morocco’s most dynamic business city, where international fashion and luxury brands increasingly target a young, style-conscious, and globally connected clientele.
As Morocco’s economic capital, Casablanca offers access not only to local luxury consumers but also to a wider regional market. The city’s growing retail scene, hospitality sector, and business environment make it a natural testing ground for brands looking to build visibility in Africa.
Pini Parma’s arrival also reflects a shift in Moroccan menswear demand. Clients are increasingly looking beyond fast fashion and seasonal trends, favoring durable pieces, quality fabrics, and personal styling experiences.
A boutique built around personal service
The new store is designed as more than a sales point. It gives clients a dedicated space to explore the brand’s tailoring codes, receive styling guidance, and build a refined wardrobe around long-lasting pieces.
This approach fits Pini Parma’s public brand identity, which emphasizes soft shoulders, generous lapels, quality fabrics, and Italian craftsmanship.
Thomas Pini reportedly traveled to Casablanca for an exclusive inauguration event on June 24, bringing together clients, partners, media figures, and personalities from the city’s fashion and business circles.
The opening gives Casablanca another international name in its growing luxury landscape, while also placing Morocco more visibly on the map of contemporary menswear retail.
