Naivas is on the brink of becoming the first supermarket chain in Kenya's history to achieve a triple-digit branch network.

In its race to defend its market leadership against an aggressive QuickMart, the retail chain has on Thursday opened its latest store in Mombasa at Sabasaba.

The outlet represents the 11th addition to the supermarket chain’s presence in the coastal region and the 99th store nationwide, even as the retailer eyes the 100-store mark.

Kenyas retail space has rebounded post Covid-19 with leading supermarkets taking up key spaces in leading malls.

The retailer has been on an aggressive expansion drive in the last few months, taking up new prime spaces and those vacated by rivals.

Naivas Chief of Strategy Andreas Von Paleske said that the retailers expansion is carefully planned and strategic with focus still remaining in Kenya.

 “Our goal is to offer customers new and convenient ways to access their essentials. Given the limited reach of modern retail in the area, the opportunities are vast, and we are dedicated to filling these gaps," said Paleske.

Founded in 1990, Naivas has experienced substantial growth, now standing as the nation's leading supermarket chain.

According to the Kenyan retail sector report 2023 the industry displayed a stable overall performance, with the average rental yield coming in at 7.5percent in 2023.

This is a 0.7 percent increase from 6.8 percent recorded in 2022.

Notably, the average occupancy rate increased by 2.1 percent points, reaching 79.4 percent in 2023 from 77.3 percent in 2022, mainly driven by the rapid expansion of both local and foreign retailers.

According to the report the Kenya retail sector registered increased market activities in 2023 evidenced by the aggressive expansion by major local and international retailers, and developments.

Some of the retailers who have been on an aggressive expansion drive during the year include Naivas supermarket, which opened new stores spread across Nairobi, Malindi, and Kisii Counties.

 QuickMart supermarket opened new stores in Nairobi’s Kileleshwa and Eastlands and in Nyali, Mombasa, and, Carrefour which opened new stores in Nairobi’s Eastleigh, and CBD in a bid to stamp market dominance.