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Naivas Supermarket, Kenya’s largest homegrown retail chain, controlled by the Mukuha family, has opened its 110th branch at West Bay Mall in Redhill, Kiambu County, becoming the first local chain to reach this milestone.
The new outlet comes as Naivas marks 35 years since its first store in Nakuru in 1990. The branch set to serve residents of Redhill, Gachie, and surrounding communities reaffirms Naivas’ dominance in Kenya’s Ksh1 trillion ($7.74 billion) retail sector.
Expanding reach in a dynamic market
Naivas’ expansion comes as Kenyan consumers face rising living costs; the retailer is betting on smaller, neighborhood stores that offer convenience and affordability even in the midst of intensifying competition from chains such as Quickmart, Chandarana, and Carrefour.
“The Redhill store is not just another outlet; it represents our continued promise to make shopping convenient, affordable, and close to where people live,” said Kimjackson Njeru, Naivas’ senior commercial manager. “We’re committed to reaching more households and ensuring everyday shopping remains rewarding.”
The new store sits in one of Nairobi’s fastest-growing corridors, reflecting Naivas’ shift toward compact formats suited to peri-urban and suburban shoppers. This makes its strategy fit with how people's shopping habits are changing as a result of the push for modern retail that is easy to get to.
Strong finances and investor confidence
Naivas' growth is supported by strong financial backing from a group of investors led by the Mauritius-based IBL Group, as well as Proparco from France and DEG from Germany. This boost has given Naivas both money and operational know-how, which has helped the company modernize and grow even though prices are going up and costs are going up.
The store's strength comes from keeping costs low, working with local suppliers, and having good logistics. These are the things that have kept the store profitable even when the economy is bad. Naivas' digital transformation, loyalty programs, and efforts to buy goods from local businesses have all helped to keep customers interested and loyal to the brand.
“The customer remains at the heart of everything we do,” Njeru added. “Our mission is to make everyday shopping better for every Kenyan household while supporting local producers and creating jobs.”
From a family store to national brand
Founded in 1990 by the late Peter Mukuha Kago as a small shop in Rongai, Naivas has grown into Kenya’s leading retail powerhouse. The Mukuha family, still the majority owner, keeps the business expansion in kenya, fueling a nationwide rollout and deeper presence in both cities and towns, even as international investors help drive growth with investment.
With 110 stores now open, Naivas is focusing on efficiency and market consolidation. Naivas’ mix of family leadership and institutional backing gives it the flexibility and stability needed to stay ahead in a fast-changing retail market. Naivas’ rise from a single family shop to a billion-shilling retail empire mirrors Kenya’s consumer story, locally rooted, globally supported, and woven into everyday life.
