Ohlthaver & List (O&L) plans to expand its relaunched Model supermarket brand into international markets while strengthening its presence in Namibia’s retail sector.
The company is currently in the process of converting its 19 existing stores, which operate under the Pick n Pay brand, to the Model brand, with the first Model supermarkets set to launch on 1 July 2025
This comes as the transition is set to begin on 1 July 2025 and is expected to take approximately two years.
O&L Chairperson Sven Thieme confirmed the group’s full commitment to rolling out its supermarket brand following the termination of its franchise agreement with Pick n Pay South Africa, effective 30 June 2025.
“The motivation behind this model marks the beginning of a new era of being fully Namibian. The journey actually started in 1965, when we had to buy a supermarket as a group to sell food and vegetables. At the time, Midgard didn’t grant us a licence, so Mr. List purchased a supermarket, which led us into retail,” Thieme said.
He further noted that O&L’s decision to revive the Model brand aligns with its long-standing history in the Namibian retail industry.
“The name ‘Model’ is still widely recognised, making it a smart move, not only due to its historical significance but also because it already carries strong brand equity,” Thieme added.
The company has ruled out wholesale operations for now, prioritising the conversion of its existing stores and a phased expansion strategy.
“For now, it is solely retail. I don’t have information on future wholesale plans, but there will definitely be an expansion of the product range over the years. Additionally, this will enable us to expand beyond Namibia,” Thieme stated.
Graeme Mouton, Managing Director at Pick n Pay Namibia and the incoming Managing Director for Model supermarkets, outlined the company’s vision for the transformation.
“Customers can look forward to a fresh, modern and reimagined retail space that caters to their evolving needs. With a strong focus on local sourcing, we aim to empower Namibian producers and celebrate our home-grown existence,” Mouton said.
The first Model supermarkets under O&L’s new strategy are set to launch on 1 July 2025, with the company currently in the implementation stage of the transition.
