Former Naivas Supermarkets Chief Commercial Officer, Willy Kimani, has launched a new retail brand of discount stores called Jaza, targeting the mass market. It is aimed at helping households cope with the tough economic times.

Jaza has opened its first branch in Buruburu Estate to serve the expansive residential area of Eastlands, Nairobi. The new outlet will stock a wide range of commodities including dry foods, personal care products and essential household items, as well as a variety of beverages.

Speaking when opening the new retail outlet, Jaza Founder Willy 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.”

“We are set to open doors for 5 more branches ahead of the Christmas festivities; two outlets in Kayole Estate, one outlet in Githurai 44, Gachie, Chokaa Embakasi area and more outlets in 2024. The launch of Jaza outlet 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,” concluded Willy Kimani.