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BUSINESS STRATEGY
Pick n Pay stores in Namibia to be rebranded as Model supermarkets
By our African Marketing Confederation News Team | 2025
Local franchisee terminates its 27-year agreement with Pick n Pay on 30 June and will return to the brand it first created in 1965.
The long-standing Pick n Pay supermarket chain franchisee in Namibia has confirmed details of a new supermarket group that will operate in the country from 1 July this year.
Model Managing Director Graeme Mouton (left) with O&L Group Executive Chairman, Sven Thieme, at the launch event
Ohlthaver & List (O&L) Group, which has traded under the Pick n Pay brand for the past 27 years, announced last year that it was terminating its agreement with the struggling South African-based retailer.
Instead, it will reopen it chain of 19 stores in Namibia under the Model brand name. This is a return to its roots, as O&L first began trading as Model Supermarkets in the 1960s before it later switched to the then-thriving Pick n Pay brand as the local franchisee.
Speaking during a launch event for Model this week, the Executive Chairman of O&L, Sven Thieme, said the company was returning to its origins, but with a fresh shopping experience.
“The O&L Group’s retail journey began with Model in 1965, and now, 60 years later, we return to these roots with renewed passion and purpose,” he stated.
“This transition is more than a name change; it is a bold evolution that will redefine how Namibians shop. Our commitment to our people – both employees and customers – remains steadfast, ensuring continuity in service while introducing fresh opportunities for growth and excellence.”
He added that the transition is already in motion, with a phased refurbishment approach that will gradually bring the full Model experience to life.
Experience tailored to the Namibian market
Speaking at the same event, the Managing Director of Model, Graeme Mouton, said the company aimed to introduce a shopping experience tailored to the Namibian market.
“Customers can look forward to a new benchmark in grocery retail that is designed around their needs – one that is inspiring, seamless and uniquely Namibian,” he told attendees.
“Model is not only a store; it is a movement. It stands for authenticity, care and passion – the core characteristics of our O&L persona.”
When the planned termination of the agreement with Pick n Pay was announced in July 2024, Thieme told local media at the time: “We’re taking the business back to us completely so that we have a sustainable business model, because I can guarantee you when we have the new business model in place, the future of the employees [is] guaranteed.”
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