Samsung opens new retail store in Kitui

Samsung Electronics East Africa has opened a new outlet in Kitui as the smartphone maker extends its retail network beyond Kenya’s major cities.

The shop-in-shop (SIS) store, at City Gate Mall in Kitui town, was set up in partnership with local retailers Maureen Mutua and Mutua Ndungi.

It will give customers a dedicated space to try Samsung’s smartphone range, with staff on hand to help them choose a device.

“Kenya’s markets are diverse, and our retail strategy must reflect the needs of the consumers we serve,” said Brenda Nakhulo Khaimia, marketing manager for the mobile experience division at Samsung Electronics East Africa.

“Kitui is an important market within the region, and establishing a Samsung SIS here allows us to engage more directly with consumers and understand what matters to them.”

Kitui’s economy is driven by agriculture, trade and small businesses, and the town serves as a commercial and public services hub for the county.

Samsung says smartphones are increasingly used by traders and small businesses to reach customers, promote products and run day-to-day operations.

“As we grow our presence across Kenya, we want more consumers to experience our products first-hand and discover how they can support their individual needs and ambitions,” Ms Khaimia said.

The opening is part of Samsung’s wider push to expand its retail footprint in Kenya.

Smartphone makers are increasingly opening outlets outside major cities to tap growing demand, competing with low-cost Chinese brands such as Tecno, Infinix and Itel that dominate sales in Kenya’s rural and peri-urban markets.

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