OL Chairman Sven Thieme says Model Food and Hartlief are positioning for selective expansion into South Africa, with a particular focus on the Western Cape and increased export volumes driven by demand for premium food retail and processed meat products.
Thieme said Model Food has attracted interest from property owners in South Africa, including requests to introduce the brand into shopping centres, as the group evaluates a controlled expansion strategy beyond Namibia.
He said the group is considering a limited rollout rather than broad geographic expansion, with Model Food intended to operate as a specialist food retail destination rather than a mass-market chain.
“Maybe five, six, seven in the Western Cape, and that’s it. Just a special store, special destination, and with potential for other stores to follow later on,” Thieme said.
On Hartlief, Thieme said the brand is already exporting to South Africa in modest volumes but is targeting significant growth as demand for premium processed meat products increases in the market.
“We have about five to six tonnes exported to South Africa. We want to grow this year to 50 tonnes a month,” Thieme said.
He said Hartlief’s positioning is supported by its focus on craftsmanship and high-quality meat processing, which gives the brand the potential to compete in higher-value retail segments beyond Namibia.
Thieme added that expansion into South Africa will be gradual and capacity-driven, with both Model Food and Hartlief requiring phased investment in production, distribution and retail infrastructure to support sustainable growth in external markets.
The chairman also ruled out near-term expansion into Zambia and Angola, citing factors including market size and supporting infrastructure.
The comments come after the group launched its new retail brand, Model, on 1 July 2025, marking the end of its 27-year franchise agreement with Pick n Pay South Africa.
Through its subsidiary, WUM Properties (Pty) Ltd, O&L currently operates 18 former Pick n Pay stores in Namibia under the Model brand.
“The transition to Model signals the birth of a retail experience designed by Namibians, for Namibians. At the heart of this transformation is a 100% Namibian buying team that will have complete autonomy to create product ranges that reflect local needs, preferences and values,” Thieme said at the launch.
The expansion plans come as the O&L Group continues to streamline its portfolio and optimise operations as part of its Vision 2029 strategy.
Meanwhile, the O&L Group will close the Hartlief Shop & Bistro in Windhoek’s Northern Industrial Area on 15 July 2026, citing poor financial performance and a strategic shift towards its core meat processing and distribution operations.
The group said the outlet fell outside Hartlief’s core business and did not meet required financial sustainability targets following a strategic review aimed at reducing costs and redirecting resources towards core operations.
Thieme said customers will continue to access Hartlief products through alternative retail outlets, while employees will be considered for redeployment where possible, with no permanent job losses expected.
