Our story

We are Morocco’s leading multi-channel retail platform for parenting products, including items for mothers, babies, and children. Our offerings span online sales, company-owned stores, and franchised clothing outlets, all designed to meet the diverse needs of parents and their families.

Launched in 2020, the Wlidaty platform was created with the vision of becoming a comprehensive destination for everything related to parenting. The name Wlidaty, meaning “My Children” in Moroccan Arabic, reflects the deep emotional connection parents have with their children—whom they hold most dear. Our mission is to make the parenting experience joyful and fulfilling. From the moment a parent learns they are expecting (around nine months before birth), we aim to engage with them throughout their child’s journey, continuing through the child’s early years, up to around age 12.

As we look to the future, we are planning to expand into select African markets, replicating the successful model we’ve established in Morocco.

Our platform features a wide range of products from both well-known Moroccan and international brands. In addition, we’ve begun developing our own in-house brand, drawing on deep customer insights, data analytics, and our in-house design and development expertise. With the Wlidaty name already established in the market, we are confident that our home brand will thrive. Our robust capabilities in brand creation, scaling, multi-channel distribution, sourcing, supply chain, and technology infrastructure will provide a solid foundation for future growth.