Naivas Supermarket, Kenya’s largest retail chain, has opened its 110th store at West Bay Mall in Redhill, Kiambu County, as the homegrown retailer pushes ahead with its rapid nationwide expansion.

The new branch will serve the growing communities of Gachie, Redhill and neighboring areas, offering fresh produce, groceries, household goods, and lifestyle products.

Kenya’s formal retail market has grown more competitive in the last decade, with both local and international players battling for a larger share of the country’s estimated Sh1 trillion consumer spending.

Naivas, has steadily expanded to become the largest supermarket chain in a highly competitive market.

Speaking at the launch, Naivas senior commercial manager Kimjackson Njeru said the expansion reflects the chain’s strategy to reach more households with affordable and convenient shopping options.

“This store is not just a physical expansion of our footprint; it reflects our unwavering promise to our customers. We remain committed to making everyday shopping rewarding, affordable, and convenient while uplifting the communities where we operate,” said Njeru.

The Redhill outlet is expected to draw shoppers from the surrounding estates, as the retailer looks to expand its presence in peri-urban Nairobi.

The expansion comes at a time when Kenyan shoppers are becoming more price-sensitive due to a high cost of living and rising food inflation. While supermarkets offer variety and convenience, price remains a major determinant of consumer loyalty.

A recent report by Knight Frank, shows that shrinking disposable incomes and rising commodity prices has reduced mall trips by consumers who now favour neighbourhood stores.

Naivas’ growth has been largely financed through capital injections from international investors.

Naivas is majority-owned by the founding Mukuha family, with the Mauritian conglomerate IBL Group holding a significant minority stake. 

The ownership structure also includes foreign investors such as the French sovereign wealth fund Proparco and the German development fund DEG, who acquired stakes in the company starting in 2020.