Naivas Supermarket is marking 35 years since opening its first store in Nakuru in 1990, a period in which it has grown into Kenya’s largest retail chain by branch network.
The retailer started as a shop in a tiny village at Rongai trading centre on the fringes of Nakuru town.
The family-founded business has expanded to more than 110 outlets nationwide, outpacing regional competitors and surviving market shifts that saw the collapse of chains such as Uchumi and Nakumatt, and the withdrawal of foreign entrants including Shoprite and Game.
Over the years, the retailers says it has built its model around aggressive expansion into both urban and peri-urban centres, partnerships with local suppliers, and a strong focus on fast-moving consumer goods.
Industry data shows the chain commands a significant share of the formal retail market, which accounts for roughly 30 per cent of total consumer spending in Kenya.
Speaking during the celebration of the milestone, Naivas Chief of Strategy Andreas Von Paleske said the celebration serves as the official launch pad for “Books & Dreams,” a nationwide drive that aims to collect and distribute over 100,000 books and stationery items to 94 needy primary schools across all 47 counties.
“This day is a heartfelt thank you to them. It is also a launchpad for the future. The ‘Books & Dreams’ initiative reflects our core belief that true growth is about more than profit; it’s about purpose. By empowering the next generation through literacy, we are investing in Kenya’s future leaders,” said Von Paleske.
The supermarket has also invested in e-commerce and delivery services to capture a growing digital customer base, a trend accelerated by the COVID-19 pandemic.
Naivas’ growth has coincided with increased investor interest in Kenya’s retail sector.
In 2020, private equity firm Amethis acquired a minority stake, followed by IFC-backed consortiums, providing capital for further expansion.
The retailer’s valuation has since grown, to over a million-dollar retailer in December 2023 in its long-term prospects despite a highly competitive consumer market.
The retailer has weathered stiff competition and market upheavals, including the collapse and exit of chains like Nakumatt, Tusky’s, Shoprite, Game, Uchumi, Ukwala and the more recent turbulence at other regional players.
