Model eyes cross-border push

OL executive chairman Sven Thieme says there is scope for the expansion of retailer Model outside of Namibia, and further scope for more Namibian products to be housed on its shelves, following its relaunch last year.

Speaking to Market Watch on the sidelines of OL's rebrand recently, Thieme said the rebrand of the retailer now brought increased opportunities for its expansion.

“I think, and unfortunately Pick’n Pay in South Africa is not very strong and we have failed it here, but there we realised we once started with Model supermarket and we as Namibians have to make sure that we're creating our own retail businesses, because businesses that are not owned by Namibians have to pay huge fees for using the name and operating in Namibia as one,” Thieme said of OL’s plans to improve Model’s service offering.

Another strong motive for the retailer’s relaunch was to ensure broader visibility for Namibian goods not only on local shelves, but also beyond borders, in addition to discussions held with retailer property companies that have expressed interest in hosting the Model retailer, Thieme said.

“Secondly, our choice about what we want to put on the shelves has been limited by a neighbouring country, not necessarily by what we as Namibians want, and with Model now we have the freedom completely to put the products on the shelf that we want. And secondly, can you imagine if we go to South Africa with our Model, suddenly we as Namibians can expand into South Africa. We have many big property owners who have already looked at our brand and said, ‘When you are ready, we would welcome you to South Africa,’” he added.

OL officially opened its new flagship retail outlet, Model Auas Valley, on 1 October 2025.

This launch marked the retailer’s return to its own Model brand roots in local retail after a 27-year association with the South African franchise Pick’n Pay.