Supermarket retailer Naivas is keeping the pedal pressed on its geographical growth by adding new branches to its network.
Yesterday, the firm opened its second store in Embu town, bringing its total national tally to 57. Located in Pearl Center, a new mall on Daya S.N. Patel Road and occupying 11,000 square meters of retail space, the new store has been set up in line with Naiva’s strategic mission to ready the facility for access before the end of the year.
“We are happy that the outlet is finally up and running ahead of the busy Christmas shopping season and in time for the shoppers to also benefit from our ongoing Usiwe na Waas, Krisi ni Naivas national consumer drive,” said Naivas Chief Commercial Officer, Willy Kimani.
Kimani added that the Embu outlet was designed and located to suit a growing population that was previously under served. The Naivas research team had established a strong desire for a retail service that was convenient and affordable, rendering the new outlet’s timelines even more urgent.
Embu’s new store comes nearly one month after Naivas officially opened the Digo road outlet in Mombasa.
Kimani explained that Naivas was staying on the expansion course as it was informed by clear insights showing latent demand by the target population.
Naivas first opened in Embu in the year 2007. Kimani explained that in 12 years Embu had registered a massive population explosion, which nearly doubled, and purchasing power grew and the firm had made a decision to open a second branch to feed the appetite of a market already titillated by a demonstration that there were more possibilities.
With the new branch, Naivas becomes the retailer with the most number of outlets in Embu County, pushing its network coverage in the general Mount Kenya region to three (3) stores. The Naivas philosophy is to meet our customers at the points of their lives where we can deliver the best value. This includes locations, product quality, range, and a favorable ambiance that gives shoppers a great retail experience.
The retail chain has three kinds of outlets, namely hypermarkets located mainly in shopping malls, and mini stores. Each of these types of retail stores is designed and located with specific target markets in mind and while they all offer mainly foodstuff, each of the three differs in the range of products available.