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Naivas supermarkets opens second of five stores planned for 2024

By our African Marketing Confederation News Team | 2024

Kenyan market leader now has 105 outlets, versus the 60 stores of close supermarket rival, Quickmart.

Photo credit: Naivas

Naivas, the homegrown Kenyan supermarket chain, has opened its second new store this year, bringing its total number of outlets in the country to 103.

It is located at North View on Thika Road, the 50km bustling highway that links Nairobi with the industrial town of Thika. Naivas has 15 outlets located along the route.

The supermarket chain plans to open a further three retail stores in Kenya by the end of 2024. Two of those outlets – in Lang’ata and Buruburu – are scheduled to open in the next few weeks.

“Our approach is scientific; we are doing more feasibility studies before we launch into any new location,” says Denis Makori, Senior Commercial Manager for Naivas. “Our expansion is based on those feasibility study and viability of those sites.”

Adds Andreas von Paleske, Chief of Strategy for Naivas: “Even as we celebrate this milestone, we are cognisant of the fact that we are in unchartered waters by being the very first supermarket in the country to scale beyond 100 branches.”

Comments the The Star newspaper: “The retailer has been on an aggressive expansion spree in the last few months, taking up prime space vacated by rivals, and also new strategic locations.”

Competitor chain also forging ahead

Meanwhile, Naivas’ close competitor in the supermarket sector, Quickmart, recently opened its 60th branch in Narok, a town in the south-west of the country.

“We are thrilled to open our 60th store in Narok and expand our footprint in Kenya,” said Quickmart CMO, Betty Wamaitha, at the time of the opening.

“At Quickmart, we are dedicated to serving our customers with excellence, and we are excited to bring our unique shopping experience to the residents of Narok.”

Quickmart has around 7,000 employees, versus the approximately 12,000 of retail rival Naivas.

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