Ex-Naivas COO seeks to disrupt retail market with discounted stores

KENYA- Former Naivas COO Willy Kimani seeks to disrupt the retail market through his Jaza discounted store chain that targets the low-to-middle income market in what he describes as his contribution to helping households cope with the high cost of living. 

Outlets stock a limited assortment of consumer goods, including personal care items, dry foods, alcoholic & nonalcoholic beverages, and essential household items. 

The first store opened in December in Nairobi’s Buru Buru Estate, targeting the expansive Eastlands market.  

Speaking at the launch of this outlet, Kimani said, “I saw an opportunity in the general trade market and came up with a concept set to offer consumers everyday affordable pricing considering the current macroeconomic situation. As a business, this branch opening marks the kick-off of the retailer’s expansion plans.” 

Jaza has since opened several stores in Nairobi’s Kayole, Githurai 44, Githurai 45, Gachie, Embakasi and Chokaa areas.  

Kimani revealed he came up with the hard discount store concept after extensive research into the retail market dominated by large supermarket chains, which fall into financial pitfalls. He identified a disconnect between the effectiveness of their general operations and the market-centeredness of the current retail market’s approach.  

He revealed his expansion efforts will move away from malls to offer convenience to customers in terms of pricing and location.  

“Jaza is a very 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 in shopping malls and offering convenience while serving residential areas,” Kimani added.  

Kimani hopes his business model will provide much-needed reprieve to customers in a market that is heavily dependent on imports. Customers have faced significant price increases over the past few years due to disruptions in the global supply chain.  

The retailer’s business model will reduce merchandizing, labor and marketing costs through focusing on the limited assortment of consumer goods and outlets serving specific residential areas. Kimani revealed he hopes sustained purchases will help the new retailer grow, expand and disrupt the retail market.  

Jaza is also expected to leverage private-label products, which will reduce costs and allow for lower pricing points.