Discover how Kamau Chege built Eastmatt Supermarket from Mau Narok to a nationwide retail chain with a unique growth strategy in Kenya’s retail industry.
Introduction: The Rise of Kamau Chege and Eastmatt Supermarket
Kamau Chege, the visionary founder of Eastmatt Supermarket, established the family-owned retail chain in 1990 in Mau Narok. Initially named Eastleigh Mattresses Ltd, the supermarket has grown steadily, gaining a reputation for targeting strategic commuter-friendly locations rather than rapid expansion.
Strategic Growth and Branch Expansion
Unlike fast-growing competitors like Naivas and Quickmart, Eastmatt Supermarket has taken a calculated approach to growth, prioritizing proximity to public transport hubs. This strategy helps attract consistent foot traffic from daily commuters.
Notable Milestones in Expansion:
- 1990: Founded in Mau Narok as Eastleigh Mattresses Ltd.
- 1994: Opened its first Nairobi branch in Eastleigh.
- 1998: Second branch launched along River Road, Nairobi.
- 2004: Third branch opened at Mfangano Street.
- 2007: Rebranded to Eastmatt (EAST = Eastleigh, MATT = Mattresses); 4th branch opened.
- 2010: 5th branch opened in Tala.
- 2011: 6th branch launched in Mwea.
- 2014: Tom Mboya branch opened in April; Kajiado branch followed in December.
- Gilgil Town: Became the 9th branch in the network.
This steady expansion has made Eastmatt a trusted brand in many Kenyan towns.
Vandalism Incident in Kitengela
On July 12, 2023, Eastmatt Supermarket in Kitengela was a target of looting during riots. Rioters broke into the store and stole merchandise, causing financial losses and disruption. Despite this setback, the brand has remained resilient and committed to serving its customers.
Why Eastmatt Stands Out
- Family-Owned and Operated: Managed with strong family values and long-term vision.
- Strategic Locations: Branches are placed near bus terminals to serve daily travelers.
- Deliberate Growth: Focuses on sustainable, manageable expansion over rapid scaling.
- Community Trust: Has built loyalty among locals, especially in urban and semi-urban areas.
Conclusion
Kamau Chege Eastmatt Supermarket is a story of slow and steady triumph in Kenya’s competitive retail market. From a single mattress store in Mau Narok to a respected multi-branch supermarket chain, Chege’s legacy is marked by strategic foresight, consistency, and a customer-first philosophy. As it continues to expand, Eastmatt remains deeply rooted in the communities it serves.
