Diamantine was a modernised traditional ready-to-wear company based in Morocco. The family business, founded in 2002, was the first Moroccan clothing brand to have opened 100 stores within Morocco. Building on this success, the company had opened 39 further stores in the Middle East, Europe and Africa.

Diamantine’s vision was to develop an internationally recognisable Moroccan brand that could be competitive in the global market.; Its ambition was to grow its sales network in countries where it already had a presence to increase its international turnover. It aimed to expand onto all continents and explore new markets, namely in Europe (Germany in particular) and in the US.

The CEO of Diamantine’s parent company, Softgroup, and Director of National and International Development at Diamantine, were evaluating the best marketing strategy to promote a traditional but modernised product to consumers from different origins and not limited to the Maghrebi diaspora.