Retail chain Naivas has become the first Kenyan supermarket to reach 110 stores, solidifying its position as the market leader.
The company achieved this milestone with the opening of a new outlet in Tatu City, Kiambu County. This significantly surpasses its closest competitor, which currently operates 60 branches across 14 counties.
“We are excited to bring this new outlet to Tatu City, which we believe will significantly enhance the shopping experience for residents and surrounding communities,” said Naivas Chief of Strategy Andreas Von Paleske.
“As the retail landscape continues to evolve, we remain focused on delivering a world-class shopping experience.”
Naivas emphasised its commitment to providing quality products at competitive prices, aiming to alleviate the financial burden on shoppers.
“Naivas continues to demonstrate its dedication to customer satisfaction through ongoing research and a keen focus on addressing market gaps. The company remains steadfast in its mission to make people’s lives better by offering quality products, exceptional service, and great value for money,” the company stated.
The launch comes amidst challenging economic conditions; however, Naivas remains committed to its growth strategy, leveraging market research to identify and address evolving consumer needs.
Competitive Landscape
The Kenyan retail sector has witnessed significant growth in recent years, driven by factors such as a burgeoning middle class, rapid urbanization, and increasing technology adoption.
According to the Knight Frank Kenya Market Update—H2-2024 report, the year 2024 saw considerable expansion activity within the supermarket sector.
“In 2024, more than 250,000.00 sq. ft. of new retail space was released into the market via notable completions that included Mwanzi Market, GTC Mall in Westlands, Nord Mall in Ruiru, Runda Mall in Runda, and The Cove in Lavington. Prominent malls continue to achieve high occupancy rates of over 90% and command prime monthly rents exceeding KES 600 per sq. ft. However, these high rents deter small-scale retailers targeting low-income populations, limiting the growth of shopping malls,” the report states.
Other notable retail developments in 2024 include:
- Naivas expanded its network to 109 stores with new branches in Kilimani, Nyali, Mavoko, and Tilisi.
- Carrefour added locations at Runda Mall, Nord Mall in Ruiru, and Spring Valley Shopping Centre, while closing its store at Mega Plaza Mall in Kisumu, leaving it with 26 stores.
- Chandarana grew its network to 28 outlets, including a new store at Greenwood Village Mall in Nyali.
- China Square continued its expansion, launching its 4th and 5th branches at Nyali Bazaar Mall in Mombasa and Mega City Mall in Kisumu.
- French-based Decathlon, the world’s largest sporting retailer, launched a 64,500 sq. ft. store at Westgate, marking its third location in Kenya.
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Main Local and International Retail Supermarket Chains |
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| # | Name of retailer | Category | Branches as at FY’2024 | Branches opened in FY’2025 | Current Branches |
| 1 | Naivas | Hybrid* | 109 | 1 | 110 |
| 2 | Quick Mart | Hybrid** | 60 | 0 | 60 |
| 3 | Magunas | Local | 32 | 0 | 32 |
| 4 | Chandarana | Local | 29 | 0 | 29 |
| 5 | Carrefour | International | 26 | 2 | 28 |
| 6 | Khetia’s | Local | 25 | 0 | 25 |
| 7 | Cleanshelf | Local | 16 | 0 | 16 |
| 8 | Muhindi Mweusi | Local | 14 | 0 | 14 |
| 9 | Jaza Stores | Local | 14 | 0 | 14 |
| 10 | Kipchimatt | Local | 13 | 0 | 13 |
| 11 | Eastmatt | Local | 11 | 0 | 11 |
| 13 | Powerstar | Local | 10 | 0 | 10 |
| 15 | Mathai’s | Local | 9 | 0 | 9 |
| 14 | China Square | International | 5 | 2 | 7 |
| 15 | Kassmart | Local | 5 | 0 | 5 |
| 16 | Leestar | Local | 5 | 0 | 5 |
| 18 | Kamindi Supermarket | Local | 3 | 0 | 3 |
| 19 | Onn the Way | Local | 3 | 0 | 3 |
| 20 | County Supermarket | Local | 3 | 0 | 3 |
| 21 | Panda Mart | International | 1 | 0 | 1 |
| 22 | Gilanis | Hybrid | 1 | 0 | 1 |
| 23 | Safe Ways | International | 1 | 0 | 1 |
| 24 | New Spring Valley | Local | 1 | 0 | 1 |
| Total | 396 | 5 | 401 | ||
| *51% of Naivas Supermarket is owned by IBL Group (Mauritius), Proparco (France), and DEG (Germany), while 49% is owned by Gakiwawa Family (Kenya) | |||||
| **More than 50% of Quickmart Supermarket is owned by Adenia Partners (Mauritius), while Less than 50% is owned by Kinuthia Family (Kenya) | |||||
Source: Retail Trade Association of Kenya (RETRAK) and Cytonn Research
“Going forward into 2025, we expect to witness more retailers rolling out their expansion activities for the year, driven by increased investments from both local and international investors, the availability of retail space, a growing consumer base, and evolving consumer preferences in the country,” comments Cytonn Investments.
