RETAIL STRATEGY

Kenya’s Naivas supermarket chain aims high with ambitious expansion plan

By our African Marketing Confederation News Team | 2025

The number of stores in Kenya will almost double and the company will also test the waters in neighbouring countries.

Naivas, the Kenyan-based supermarket chain, is planning to grow its store footprint from 111 outlets to around 200 over the next few years. 

Photo: Navias

While almost doubling in size in its home market, the aim is also to test the waters in Tanzania, Uganda and Rwanda. 

 

The announcement comes in the wake of a 21.6% increase in revenue and a 43% rise in net profit for the fiscal year ending June 30, 2025. Naivas also recently appointed a new CEO, Andreas von Paleske. 

 

“If you look at the rate of urbanisation, especially in Nairobi, the density of residential areas and the need for basic services such as retail, I suspect that number may grow over time,” Von Paleske said in an interview reported by Bloomberg news agency. 

 

Many areas are unserved or underserved by Naivas 

 

“We still see a lot of opportunity to grow in the market. Many areas are either unserved or underserved by Naivas.” 

 

He added that the company plans to add about 10 stores annually and expects revenue to grow by 10-15% annually. 

 

According to a report by Agence Ecofin, the chain has attracted customers in Nairobi and in cities such as Kiambu and Malindi by focusing on low-priced products in physical stores and operating 24-hour outlets that allow late-night shopping. Naivas also moved into digital services in 2024 with the launch of its mobile app. 

 

Naivas is majority-owned by IBL Ltd, a conglomerate based in Mauritius, which holds 51%. The balance is owned by the founding Mukuha family. 

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Jason Lottering
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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.