Where to Shop in Marrakech

Follow us through the Red City’s retail scene, from the historic Medina’s souks to new neighbourhoods brimming with made-in-Morocco treasures.

Nov 8, 2014
  • Moroccan carpets at Kulchi in Marrakech
  • Chez Zoé boutique, Marrakech
  • Handbags from Studio Lalla, Marrakech
  • Atelier Moro store in Marrakech
  • 33 Rue Majorelle boutique in Marrakech
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Owner Cassandra Karinsky has travelled throughout Morocco to source the 5,000 carpets that make up the collections at Kulchi’s two showrooms.
Photography courtesy Kulchi
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Shop a selection of hand-embroidered linens, all of which can be personalised, at Chez Zoé.
Photography courtesy Chez Zoé
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With a distinct style, Studio Lalla handbags are crafted by designer Laetitia Trouillet using leather sourced from Casablanca and textiles from around the country.
Photography Cécile Perrinet Lhermitte
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There’s no sign on the door, so you must knock to enter the second-floor Atelier Moro, which offers a wide range of locally sourced and international goods.
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33 Rue Majorelle, a three-part modern concept store, showcases the work of numerous designers and artisans from throughout the country.
Photography courtesy 33 Rue Majorelle

The city of Marrakech has long been Morocco’s most popular travel destination. From the frenetic buzz of Jemaa el Fna to the labyrinthine alleys of Marrakech’s Medina to the growing new town filled with chic cafés and fusion restaurants, there’s much to love in the Red City. Marrakech also offers one of the most exciting and diverse shopping scenes in the world, with no shortage of covetable merchandise. With such a robust retail landscape, it’s easy to get lost. Here are five shops worth seeking out.

Kulchi

Medina, 212/6392-21259
Owner Cassandra Karinsky’s sleek appointment-only showrooms—two stunning riads (traditional large homes with courtyards) in the Medina—are packed with all sorts of made-in-Morocco treats, but the collection of roughly 5,000 different Moroccan carpets is the star of the show. (Karinsky sourced many of them by making road trips all over the country.) The Beni Ouarain carpets, for example, are hand-knotted by Berber women and range from cold-weather wool bedding to enormous wall coverings. Karinsky’s shop also carries wool pom-pom blankets made in the souk, fibreglass African stools and more products to add Moroccan style to any home.

Chez Zoé

277 Zone Industrielle de Sidi Ghanem, 212/5243-36144
Located about 20 minutes from the Medina in Morocco’s industrial area, owner Caroline Hamile’s atelier specializes in high-end, hand-embroidered linen. Hamile and her team of skilled artisans have something of a cult following: Businesses from all over the globe have placed orders for products from this very showroom. Join the international fray and have bedding, table napkins or tasselled terry-cloth robes custom-made with whatever design you desire, such as cursive initials, striped details or a personalised logo.

Studio Lalla

Galerie du Souk Cherifia, 212/5243-75272; 5 rue de Liberté Marrakech Guéliz, 212/5244-47223 (by appointment only)
Handbag designer Laetitia Trouillet has two Lalla locations in Marrakech: the original store in the Medina, and a shop-cum-atelier, which opened in 2012 in the new town. Using leather sourced from Casablanca, many of Trouillet’s designs feature classic silhouettes (totes, clutches and pouches) for a wear-forever quality. But the truly standout bags are made with fabric from around the country: Handwoven wool, decorated with patterns usually found on blankets, has been transformed into oversize, travel-ready totes, while delicate clutches made with colourful vintage kaftans are perfect for punching up any outfit.

Atelier Moro

114 Place de Mouassine, 212/5243-91678
Viviana Gonzalez first gained acclaim in Marrakech when she transformed a riad from scratch, outfitting it with eye-catching furniture and accessories that left guests wanting more. She used her insider knowledge and worked closely with several souk vendors to open Atelier Moro. The red-walled boutique promises a mix-and-match shopping adventure with locally made goodies. You’re just as likely to pick up an alluring-but-modest floor-length tunic as you are to stock up on your new favourite skin-care products.

33 Rue Majorelle 

33 Rue Yves Saint Laurent, 212/5243-14195
Located across the street from the iconic Jardin Majorelle, this thoroughly modern concept store has three parts—the main shop, a juice bar and a home goods section—and focuses on the work of local creatives who maintain the country’s famed artisanal craftsmanship. As many as 60 different designers are represented at any given time, resulting in a wide range of products on display. Think on-trend raffia loafers for ladies, oversize patterned scarves, or black-and-white photographs enhanced with colourful embroidery. 33 Rue Majorelle might just be the best souvenir shop in town.


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