Nakumatt fall offers key lessons on brand survival after success

The closure of Nakumatt’s last six stores in the recent past was the last nail on the coffin to Kenya’s favourite supermarket chain. The closure was also the end of last-ditch efforts to flog the dying giant horse that had been in the Kenyan market for over the past 30 years.

In its peak days, the brand enjoyed a high level of brand loyalty some companies can only dream about. From the branding to the customer service, the brand lived true to its mantra, you need it, we’ve got it and went on to become a giant in the East Africa retail chain. The supermarket laid claim to over 60 outlets scattered across the East African market while employing a whopping 5,500 permanent employees.