Founded in the early 1990s, Naivas has expanded rapidly over the past decade, partly due to the decline of rivals Nakumatt and Uchumi. This has made it the second-largest player in Kenyan grocery retail, with almost 50 stores, behind Tuskys. Its stores tend to be located alongside major road arteries or in urban locations with high levels of foot traffic, and it primarily targets middle- and lower-middle-income consumers. However, a long-running legal row among members of its founding family has effectively blocked outside investment in the retailer.
This report provides a detailed analysis of Naivas’ operations in the Kenyan grocery retail market, covering its
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Naivas Retailer Profile (Full report – Pdf)