New shop-in-shop at City Gate Mall will give consumers direct access to Samsung smartphones and product information.
Samsung Electronics East Africa has expanded its retail presence in Kenya with the opening of a new shop-in-shop (SIS) outlet at City Gate Mall in Kitui, providing consumers with a dedicated space to explore its smartphone portfolio and interact with the brand.
Established in partnership with Maureen Mutua and Mutua Ndungi, the outlet extends Samsung’s retail network into Kitui, where economic activity spans agriculture, trade and small-scale enterprise.
As Kitui town serves as a centre for commerce and public services, consumers have varying technology needs, from traders and entrepreneurs seeking digital tools to support their businesses to individuals looking for devices for communication, productivity and access to information.
Brenda Nakhulo Khaimia, Marketing Manager for the Mobile Experience Division at Samsung Electronics East Africa, said the opening reflects the company’s approach to expanding its retail presence in response to consumer needs across different markets.
“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. Individual consumers also rely on mobile devices for a range of personal and professional activities.
At the new outlet, customers will be able to explore Samsung’s smartphone range, learn about the features available across different devices and receive assistance in making purchasing decisions. The store also creates an additional point of direct engagement between the company and consumers in Kitui.
The opening forms part of Samsung’s continued investment in its Kenyan retail network, aimed at bringing its products and customer experience closer to consumers in more markets.
