KENYA – Kenyan retailer, QuickMart Supermarket has opened its 27th outlet in Roysambu, Nairobi, as it seeks to strengthen its hold on the growing middle class and working-class market.

Last year the retailer merged with Tumaini Supermarket after Mauritius-based private equity firm Adenia Partners concluded a deal to acquire majority stake at Quickmart through its special purpose vehicle Sokoni Retail Kenya at an undisclosed amount.

Sokoni Retail Kenya holds the controlling stake in Tumaini Self Service since 2018.

Prior to the merger Quick Mart Supermarkets had 11 branches operating in Nairobi, Nakuru and Kiambu counties while Tumaini had 13 branches in Nairobi, Kisumu and Kajiado counties.

In November, QuickMart opened a branch in Ongata Rongai, which was followed by the opening of the 24hr QuickMart Chaka branch.

The chain has been working on rebranding all former Tumaini branches to QuickMart with the merger fully operationalised effective from January 1.

In an interview with the Business Daily ahead of the opening of the Roysambu branch, QuickMart’s head of marketing and business development, Betty Wamaitha, said the area’s close proximity to the Thika Superhighway and numerous estates had attracted more working-class, creating the demand for retail sector.

“We target the everyday Kenyan looking for excellent service and products offered at an affordable price,” Ms Wamaitha said.

Due to the high human and motor traffic in the area, the new store will operate on a 12-hour basis, with 30 percent of the shop space allocated to fruits and vegetables, deli, bakery, butchery and cereals sections. This is besides the usual offerings of liquor, electronics and furniture.

The firm currently has other stores in Ruaka, Ruiru, Thika Road, Lavington, Hurlingham and Rongai with four of its branches operating on a 24-hours basis.