The rise of Kenya’s middle class has seen an increase in international retail brands interested in setting up shops in East Africa’s biggest market.
Massmart, a South African retail chain, opened its first store (Game) in May at Garden City, a 50,000sqm mall located on Nairobi’s Thika Road.
Massmart, whose subsidiaries include Makro, Game and Builder’s Warehouse, is expected to compete against existing local brands such as Nakumatt, Naivas and Choppies, the latter being another South African retail company, which recently acquired ten Ukwala stores in Nairobi.
The Sandton-based retailer’s Game stores are discount shops that sell fast moving consumer goods and non-perishable groceries in 114 outlets in 12 countries. The new store’s beauty and cosmetic segments include brands such as Oriflame, MAC, Chanel and Olay among others.
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