Elevating local brands: ÏRTHY launches as Morocco's premier e-commerce platform

With the launch of ÏRTHY, the first premium digital marketplace exclusively dedicated to Moroccan brands, the Kingdom takes a significant step in promoting local production.

According to a statement received by La Relève, this innovative platform aims to gather the finest expressions of national craftsmanship in a unique and creative space. Its name, a blend of “heritage” and “modernity,” perfectly embodies the spirit of this visionary project.

Conceived and spearheaded by Sofia Benjelloun, an entrepreneur with nearly a decade of experience in consulting and financing impactful projects, ÏRTHY was inspired by her return to Morocco. Here, she rediscovered a vibrant creative scene driven by a new wave of Made in Morocco that is both innovative and demanding. She resolved to channel her expertise into a project with substantial impact, launching ÏRTHY with a clear goal: to place local consumption at the forefront of priorities.

In the context of exponential growth in e-commerce, ÏRTHY faces a dual challenge: to promote more responsible consumption while offering a seamless, secure digital shopping experience aligned with international standards.

The platform features intuitive navigation, a rigorous selection process, secure payment options, easy returns and exchanges, and a multi-channel customer service. Every aspect is designed to simplify the user experience. ÏRTHY centralizes this creative offering and provides a discerning showcase that highlights brands combining design, quality, and commitment. Already, several recognized names, alongside emerging talents from the Moroccan scene, have joined the platform, drawn by its vision and standards.

“We want to create a trusted space where consuming Moroccan products becomes a simple and obvious pleasure,” states Sofia Benjelloun. “Today, we have everything we need in Morocco to consume differently. To consume better. It is time to trust our local brands, which are doing remarkable work.” Each partner brand receives tailored support, including a dedicated page, valorization strategy, and enhanced visibility.

For consumers, the promise is clear: detailed product descriptions, tracked delivery, a flexible return policy, and customer service available via WhatsApp, email, or phone.

With ÏRTHY, consuming Moroccan is no longer just an act of activism but a choice that is aesthetic, practical, and engaged. The platform aims to make Made in Morocco accessible, desirable, and essential, while actively contributing to the development of the local economy.