Samsung Electronics East Africa Expands Retail Presence With New Outlet in Kitui

Samsung Electronics East Africa has broadened its retail footprint in Kenya with the launch of a new shop-in-shop (SIS) at City Gate Mall in Kitui. 

The outlet, established in collaboration with Maureen Mutua and Mutua Ndungi, brings Samsung’s retail network into the region and provides a dedicated space where customers can browse its smartphone lineup and interact with the brand directly.

Kitui County’s economy is driven by agriculture, trade and small-scale enterprise, with Kitui town acting as a key hub for commerce and public services. This mix of activity generates diverse technology needs among consumers from traders and entrepreneurs who rely on digital tools to manage their businesses, to individuals looking for devices for communication, productivity and information access.

Brenda Nakhulo Khaimia, Marketing Manager, Mobile Experience Division at Samsung Electronics East Africa, said the launch reflects Samsung’s strategy of growing its retail presence in response to consumer needs and the opportunities different markets offer. “Kenya’s markets are diverse, and our retail strategy must reflect the needs of the consumers we serve. 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. 

Our focus is on making our technology accessible and relevant to people across different walks of life, in line with our ‘Innovation for All’ philosophy. 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,” she said.

The expansion comes as smartphones play an increasingly important role in how Kenyans communicate, access information and participate in the digital economy. For entrepreneurs and small businesses, smartphones can support customer engagement, product promotion and day-to-day operations, while individual consumers use them for a range of personal and professional needs. 

Access to a range of devices allows consumers to identify technology that aligns with their priorities and budgets. At the new outlet, customers will be able to explore Samsung’s smartphone range and learn more about the features available across different devices, with support to help them make purchasing decisions. 

The store adds another point of direct engagement between Samsung and consumers in Kitui. The opening forms part of Samsung’s continued investment in its retail network in Kenya, with a focus on making its products and customer experience accessible to consumers in more markets.