23 March 2013

Kenya: Naivas Shaking Off Low End Market Tag

RETAILER Naivas supermarkets is taking competition head on in the scramble for business by venturing into high end areas that are dominated by the major players within the market.

Naivas which appeals mostly to low and middle income earners due to its pricing models has previously been setting up outlets in residential areas common with these groups of people.

Yesterday Naivas opened a store in Westlands are in Nairobi stepping up competition for Uchumi's Westlands and Sarit Centre branches and Nakumatt Ukay and Westgate.

"Everyone needs change and Naivas gets down right to it and brings the change at the right time and at the right place. This time round its Naivas Westlands," said a statement from the retailer.

The Westlands store comes after retailer opened a mega store in Mombasa's affluent estate Nyali and another one dubbed green house along Ngong Road.

"This branch is anticipated to bring a fresh breath of air in Westlands. It looks to serve the residents of Westlands and its environs, commuters of the busy Waiyaki way, those who work in the environs and not forgetting residents from, Kinoo, Kikuyu and the like," said Naivas.

Out of all the major retailers in the country, only Tuskys is now missing a store within the Westlands area. Naivas has grown fast riding on fairer pricing of goods compared to the other big retailers. "Naivas everyday prices are other people's offer prices," said its business development and marketing manager Willy Kimani.

The Westlands store comprises of  a parking area, a cafe, butchery and a bakery.In the City Centre, Naivas has two outlets all located on Ronald Ngala street a stone throw apart.

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