Safa International expands Hayat Market chain with fifth branch in Mogadishu

SOMALIA – Mogadishu has welcomed a new Hayat Market as Safa International opens its fifth branch in the Somali capital.

The supermarket, known for its premium selection, will be located in the Ali Kamin area.

Safa International is a UAE-based company established in 1989 and operates in 10 markets across East Africa and the MENA region.

With a portfolio of more than 35 brands and over 300 product lines, the company has built a strong reputation for importing high-quality consumer goods, particularly through the UAE.

Since launching in April 2020, Hayat Market has become a well-known retail chain offering a wide range of products. Its stores function as mini malls, featuring food retail on the ground floor and an extensive selection of non-food items, such as electronics, clothing, and homewares, on upper levels.

The company also operates an online retail platform, adeeg.com, catering to the growing demand for digital shopping options.

The expansion of Hayat Market in Mogadishu is influenced by the increasing demand for high-quality retail options in the region. The supermarket chain primarily stocks imported products, making it a key player in the premium Fast-Moving Consumer Goods (FMCG) sector.

Safa International’s continued investment in the market highlights its long-term commitment to expanding retail opportunities in East Africa. The company’s focus on premium brands and modern retail spaces aligns with the changing preferences of consumers looking for convenience and variety.

Regional retail development

Beyond Mogadishu, other major retail players in the MENA region are also making strategic moves. In Saudi Arabia, Abdullah Al-Othaim Markets has signed a non-binding memorandum of understanding (MoU) to acquire a 51% stake in Ibdaat Al Qasr for Marketing, the operator of the Manuel Market chain.

Manuel Market, which currently has nine stores in Jeddah and two in Riyadh, is positioned as a high-end supermarket chain. The acquisition is expected to strengthen Al-Othaim’s presence in western Saudi Arabia, expanding its reach beyond its stronghold in the Central Province.

While the final value of the acquisition has not been disclosed, the MoU is valid for 90 days and is subject to valuation, due diligence, and regulatory approvals.

Al-Othaim Markets reported a 73% increase in net profits for Q4 2024, reaching SAR286.5 million ($76.4 million). In 2024, the company’s net profits rose by 6.5% compared to the previous year. By the end of Q4 2024, the company had opened 18 new branches, following 15 new openings in Q3 2024.

In February 2025, Al-Othaim Markets estimated that it held a 20% market share in Saudi Arabia’s modern retail sector. The company operates 409 stores, including 58 in Egypt, and continues to expand its footprint across the region.

The ongoing expansion of supermarket chains such as Hayat Market and Manuel Market highlights the increasing demand for modern retail experiences in East Africa and the MENA region.

With companies investing in both physical stores and online platforms, consumer access to high-quality goods is expected to continue improving.

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