This archive report was first published on 20 April 2020.
Naivas, a leading retail chain in Kenya, has expanded its presence in Nairobi with the opening of a new branch in Kilimani, a rapidly growing residential area. Located in Hurlingham, a middle-class neighborhood, the Kilimani Food Market is one of the largest supermarkets in the area, spanning over 10,000 square feet.
According to Naivas Chief Commercial Officer, Willy Kimani, at least 25% of the branch space is allocated to food items and an eatery. The new outlet is the first of its kind in the residential area, which has experienced significant population growth over the last decade due to the development of high-rise apartment blocks and commercial offices.
Naivas' decision to open the Kilimani Food Market was informed by research that showed a strong demand for affordable, reliable, and accessible food shopping options in the area. The retailer's 'localism' approach involves designing, stocking, and running outlets according to the needs of the local community.
Kimani noted that the move was not without its challenges, but the customer culture of shopping for food items at convenient neighborhood locations had caught on strongly in Kenya. The new branch is expected to address a major market segment, namely home deliveries, with the Naivas e-commerce site drawing some of its produce from the new branch for customers in the region.
The Kilimani Food Market is located close to the Yaya Center, neighbors several apartment blocks and hotels, and is a stone's throw from Chaka, Ring Road Kilimani, and Argwings Kodhek roads.
