O&L Group Rebrands Pick n Pay Namibia to Model for a New Retail Era

The Ohlthaver & List Group will rebrand Pick n Pay Namibia to Model, effective 1 July, after ending a 27-year franchise with Pick n Pay South Africa. O&L aims to enhance the shopping experience and ensure sustainability as they revert to their original brand name. This transition embodies a commitment to providing a uniquely Namibian retail experience amid financial losses prior to the change.

The Ohlthaver & List (O&L) Group will rebrand Pick n Pay Namibia to the Model brand, effective 1 July, following the termination of their franchise agreement with Pick n Pay (PnP) South Africa after 27 years. Previously, O&L operated stores under the name ‘Model Supermarket’ before entering the franchise. The decision reflects a commitment to revitalize the shopping experience for Namibians.

O&L Executive Chairman Sven Thieme emphasized that this rebranding signifies a return to the company’s roots, stating, “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.” He noted that this is not merely a name change but a transformation aimed at redefining grocery shopping in Namibia.

The Model brand will officially launch nationwide on 1 July, with a gradual refurbishment process already underway to enhance the customer experience. Managing Director Graeme Mouton indicated that the newly developed shopping experience will cater specifically to the Namibian market, aiming to establish a new standard in grocery retail that is unique, seamless, and tailored to consumer needs.

Mouton remarked, “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.” The rebranding not only signifies ownership of retail operations but also invites Namibians to partake in the journey toward a brighter retail future.

The decision to end the franchise arose from financial losses, making the business unsustainable. Thieme noted the importance of establishing a new business model that ensures employee job security while addressing ongoing financial challenges. CNBC Africa has reported on broader financial struggles faced by Pick n Pay in South Africa, including significant impairment losses due to unprofitable stores.

The Ohlthaver & List Group’s decision to revert to the Model brand represents a strategic move to enhance Namibian retail experiences following the termination of the Pick n Pay franchise. This initiative is anchored in a desire for sustainability and an authentic connection with the local market, as the company prepares to elevate its grocery shopping offerings. Moreover, addressing financial challenges lies at the core of this rebranding effort, ensuring a secure future for employees.

Original Source: www.namibian.com.na