Staff Writer
Model will open a new Seagulls store in Walvis Bay as part of its second-year expansion strategy, with the retailer shifting its focus from business transformation to growth acceleration following its first year as an independent Namibian retail brand.
The Walvis Bay opening forms part of a broader pipeline that also includes the continued modernisation of the Mega Centre store, the finalisation of Model Mooove and the ongoing development of a loyalty programme tailored to local shopping habits.
Speaking as the company marked its first anniversary, Franziska Rüeck, CXO of the OL group and managing director of Model, said consumers can expect several new developments as the retailer builds on its first year of operations.
“As Model enters its second year, the focus shifts from business transformation to growth acceleration. Consumers can look forward to the opening of the new Seagulls store in Walvis Bay, the continued modernisation of the Mega Centre store, the finalisation of Model Mooove and the ongoing development of a world-class loyalty programme designed around actual local shopping behaviours,” Rüeck said.
The expansion announcement comes as Model and the OL Group’s direct consumer-facing retail business celebrates its first anniversary with the launch of a N$1 million Birthday Bash campaign.
Running from 1 July to 2 August, the promotion gives shoppers across Namibia the opportunity to participate in in-store activities and stand a chance to win a share of N$1 million in prizes.
According to the company, the campaign serves as a national thank-you to customers and communities that have supported the retailer during its first year as an independent, homegrown business.
Rüeck said the Birthday Bash would feature weekly prize giveaways, surprise in-store activations, birthday-themed experiences and a grand finale trolley reveal.
“The N$1 million prize pool was created as Model’s way of giving back to our consumers who helped make this first year possible. We also aim to create fresh excitement and visibility around the birthday launch while continually reinforcing the broader story of Namibian retail independence, local participation and customer-led innovation,” said Rüeck.
The retailer said the past 12 months were characterised by a major operational transformation, including the implementation of standalone operating systems, new commercial frameworks and the rollout of the Model brand identity.
Management said one of the most significant achievements during the inaugural year was the rapid adoption of the brand by consumers across Namibia, with Model establishing itself as a destination for weekly grocery shopping and becoming part of the daily routine for thousands of households.
Model currently employs 1 591 people across the country. During the past year, it created 56 new positions, including 23 at its support office and 33 across its store network, while also introducing specialised retail roles such as Golden Ambassadors, pastry chefs, quality managers and specialised commercial managers.
The company said its first year also strengthened local economic participation through a procurement strategy led by a fully Namibian buying team with full decision-making authority.
According to Rüeck, about 95% of the retailer’s suppliers are Namibian businesses and local distributors.
“We also launched a dedicated SME initiative, providing shelf space, marketing and in-store exposure to help emerging local entrepreneurs scale up,” she said.
Innovation has also featured prominently at the Auas Valley flagship store, where Model introduced Namibia’s first self-checkout stations and a robotic shopping assistant.
The company said customers, particularly younger shoppers, have embraced the self-checkout technology for its speed and convenience, while families and children have responded positively to the robotic assistant, which helps shoppers locate products while adding an interactive element to the shopping experience.
