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Spar Express shopping format makes its debut in Rwandan market
By our African Marketing Confederation News Team | 2026
First 24-hour Spar Express convenience outlet opens at a filling station in the capital city’s Niboye neighbourhood.
International retail group Spar has opened its first Spar Express store in Kigali, marking a new phase of the brand’s expansion into the Rwandan market.
The Spar Express in Kigali. Photo: LinkedIn
The Express format is a smaller-size convenience store designed for high-traffic, on-the-go locations such as fuel stations, airports, train stations and city centres.
Its first Rwandan outlet is located at a RUBiS Energy filling station in the Niboye neighbourhood and will serve nearby residents and passing motorists. It stocks items such as fresh produce, fast food, groceries and premium wines.
Olivier Marc Sabrié, RUBiS Group Managing Director, said the first Spar Express store indicates the company’s long-term vision to develop integrated service hubs across East Africa.
Comments Alex Shyaka Muganwa, Chairperson of Spar Rwanda, in a LinkedIn post: “Built around ‘foodvenience’, this store brings fresh food, everyday essentials and fast service together in one convenient place, designed for modern, on-the-go lifestyles.”
Spar brand entered Rwanda in 2025
Spar, an international supermarket group based in the Netherlands, opened its first outlet in Rwanda in 2025 via a partnership with a local Rwandan supermarket chain, Sawa Citi.
“The entry of Spar is likely to change how supermarkets operate in Rwanda. The company’s pricing strategy and customer service standards could push local chains to improve,” commented the publication Food Business Africa at the time.
“Spar’s presence is also expected to help local producers. Digital shopping is another area set to improve. Once Spar’s delivery and e-commerce services go live, Rwandan consumers will enjoy new levels of convenience.”
Spar’s entry to the market comes at a time when the country is experiencing a growing urban population and expanding middle class.
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