KENYA – Kenyan retail chain Naivas supermarkets has opened a new branch Ngong town, Kajiado county in an expansion spree bringing its total number of stores to 55 in Kenya.
The retail chain operates three kind of outlets i.e. hypermarkets, mini-stores and express stores each designed and located with specific target markets in mind.
The new Naivas branch is designed as an express outlet to serve a target market that needs quick access to fresh food items and groceries with a relatively fast exit.
Being it’s third outlet in Ngong town since 2011, It is located next to the main bus station in Ngong designed to serve the population of the fast-growing urban area.
Speaking during the official opening of the new branch, Naivas Chief Commercial Officer Willy Kimani explained that setting up in Ngong town was part of the firm’s broad expansion strategy to serve Kajiado County sufficiently as it follows its opening of a new branch in Rongai town in July.
Kajiado is estimated to have a population growth rate of 5.5 percent, with a total population estimated at 807,070 with 401,785 being females and 405,245 males based on 2012 county data. The population was projected to grow to 1 million by the year 2017, according to the county government.
Ngong’s population is estimated to be one-fifth of this, having doubled over the last decade since the 2009 census that placed it at just over 100,000 people.
“Ngong continues to post impressive growth as a satellite urban area of the Nairobi metropolis and with the ongoing expansion of both Ngong and Magadi roads, it is set to become even more accessible,” said Kimani.
Naivas is also set to open other branches within Nairobi taking competition against other home-grown retail chains including Tuskys, Quickmart, and Cleanshelf.
The family-owned retail chain has carried on with an aggressive expansion plan even as some of its biggest competitors in the local market continue to struggle in the retail sector.
The retailer has also integrated food market stores and express stores in its business as it seeks to strengthen customers experience and diversify its offerings.
Naivas’ food market stores apply a different model compared to majority of conventional stores as it stocks a wide variety of farm produce, meat and fast-moving processed foods.