Niël Terblanché
In a move set to reshape Namibia’s retail landscape, the Ohlthaver & List (O&L) Group has announced the reintroduction of its wholly Namibian-owned retail brand, Model, which will replace Pick n Pay Namibia on 1 July.
During the announcement on Monday Sven Thieme, the executive chairman of the O&L Group said the strategic transition marks a return to the company’s roots and a renewed commitment to delivering a uniquely Namibian shopping experience.
The O&L Group’s retail journey with Model began in 1965 with a few grocery shops that grew into a chain of supermarkets in all major towns of Namibia.
At Pick n Pay’s entry into Namibia, the new retail chain was first known as Model Pick n Pay but over the years, Model disappeared from the logo.
In 2024 Pick n Pay announced that it would gradually withdraw from the Namibian retail sphere which gave rise to speculation among the older generations of Namibians about the possible revival of O&L’s former flagship retail brand.
Thieme elaborated on the paradigm shift and said that it has always been the group’s priority to serve their Namibian customers with excellence and to contribute positively to our local economy.
“While we appreciate the long-standing partnership we have had with Pick n Pay South Africa, we are confident that this decision aligns with our commitment to being a more customer-centric and Namibian market-oriented business,” he said.
The O&L Group’s association with Pick n Pay dates back several decades, during which it operated 19 Pick n Pay branded retail stores across the country under a franchise agreement with Pick n Pay South Africa.
However, in July 2024, O&L, through its subsidiary WUM Properties (Pty) Ltd, issued a notice to terminate this franchise agreement effective 30 June 2025.
Thieme said at the time that the decision aligns with the group’s Vision 2029 aspirations, aiming to focus more intently on the Namibian market and its consumers.
He added that the revival of the Model brand is particularly significant, as it was O&L’s original retail venture, first established in 1965.
He said that O&L returning to its roots after six decades symbolizes a full-circle moment for the company.
“The O&L Group’s retail journey began with Model in 1965, and now, 60 years later, we return to these roots with renewed passion and purpose. This transition is more than a name change; it is a bold evolution that will redefine how Namibians shop,” he said.
Graeme Mouton, the managing director of Model, offered insights into what customers can anticipate.
“While we are keeping some of the most exciting details under wraps for now, what we can reveal is that Model will introduce a fresh and dynamic approach to retail, with hand-picked quality products and a thoughtfully curated shopping experience. Customers can look forward to a new benchmark in grocery retail that is designed around their needs—one that is inspiring, seamless, and uniquely Namibian,” he said.
Mouton indicated that the transition from Pick n Pay to Model is already underway, employing a phased refurbishment strategy to ensure minimal disruption to customers.
He said that this approach allows each store to gradually embody the Model brand’s ethos, blending world-class retail standards with the warmth of Namibian hospitality.
He stressed that Model represents more than just a retail outlet.
“Model is not only a store; it is a movement. It stands for authenticity, care, and passion—the core characteristics of our O&L Persona. As we take full ownership of our retail future, we invite all Namibians to join us on this exciting journey,” he said
Mouton added that by reinstating a homegrown brand, O&L aims to resonate more deeply with consumers, offering products and services tailored to local tastes and preferences.
