KENYA—Discounter retail chain Jaza Supermarket has opened its 14th outlet in Greatwall, Athi River, Machakos County.
The Greatwall outlet is the discounter chain’s 14th outlet since its inception in December 2023.
The retailer opened the new outlet barely a month after it opened its 13th outlet in Karinde at Karen End mall next to Shell Petrol Station along Dagoretti Road.
The new outlet was opened barely two months after Jaza Supermarket opened its 11th and 12th outlets in Mirema Drive 9nairobi) and Athi River.
Since the start of the year, the discounter has opened 10 other stores in Gachie, Kayole Mihango, Kayole Soweto, Chokaa, Githurai 44, Imara, Pipeline, Utawala, Langata, and Mombasa Road.
The outlets reflect the company’s aggressive expansion strategy as it seeks to consolidate market share in the Kenyan FMCG market.
Jaza Supermarket expressed enthusiasm and optimism over the new outlets, reiterating that they reflect the discounter’s commitment to offering the best possible value to customers.
Willy Kimani, founder and director of Jaza Supermarkets, said, “We are not in competition, we are changing the game. The market is conforming and following our lead.”
“The supermarket is thrilled to announce the continuous expansion in the retail industry. This ambitious expansion plan includes the opening of several new locations across the region notably in Machakos.”
According to Willy, the discounter chain’s strategy is focusing on suburbs and surrounding estates, which he says are not well-served by bigger supermarket chains.
The chain appeals to customers by providing competitive, low prices on everyday goods, including foodstuffs and personal care items. It also provides value by offering the convenience of access to residential areas.
The founder continues to emphasize that the discounter’s business model is based on extensive research, which ensured a ready market.
Kimani said, “Jaza outlets is a strategic and calculated business move supported by market research and data to ensure that wherever the business sets up shop, there is a ready market. We are moving away from the supermarkets and shopping malls and offering convenience while serving residential areas.”
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