Model, a 100% Namibian-owned brand and the OL Group's direct consumer-facing retail business, is celebrating its first anniversary by launching its Birthday Bash campaign. From 1 July to 2 August 2026, shoppers across Namibia can dive into festive in-store experiences and stand a chance to win their share of N$1 million in prizes. The campaign turns Model’s first birthday into a national thank-you moment for the communities that supported the brand’s first year as an independent, homegrown retailer.
An excited Franziska Rüeck, CXO of the OL Group and Managing Director of Model explains: “The Model Birthday Bash brings the celebration to life through weekly winner moments, surprise store-level activations, birthday-themed experiences and a grand finale trolley reveal. The N$1 million prize pool was created as Model’s way of giving back to our consumers who helped make this first year possible. We also aim to create fresh excitement and visibility around the birthday launch while continually reinforcing the broader story of Namibian retail independence, local participation and customer-led innovation.”
The past 12 months were defined by a big operational transformation, including the implementation of standalone operating systems, new commercial frameworks and the rollout of the distinct Model identity. What struck leadership most during this inaugural year was the remarkable speed of customer adoption across Namibia. Model has established itself as a destination for the weekly grocery shopping and a vital part of the daily routine for thousands of households, driving the business to design its experiences accordingly.
Reflecting on the first year, Rüeck adds: “A key highlight of Model’s first year is its commitment to employment creation and talent localisation. Model currently employs 1,591 people across Namibia. While navigating normal retail staff movements, the company created 56 brand-new positions over the past year, consisting of 23 roles at the Support Office and 33 roles within the store network. Crucially, specialised retail functions have been fully localised, introducing roles such as Golden Ambassadors, Pastry Chefs, Quality Managers and specialised Commercial Managers to drive the brand forward.”
In tandem with job creation, the brand's first year delivered a direct impact on local economic participation. “Guided by a fully Namibian buying team with complete decision-making autonomy, approximately 95% of the suppliers we work with are Namibian businesses and local distributors. We also launched a dedicated SME initiative, providing shelf space, marketing and in-store exposure to help emerging local entrepreneurs scale up,” advises Rüeck.
The independence achieved in the past year has provided the business with the agility needed to innovate and respond directly to local market trends. The company operates in a highly competitive retail environment, where persistent economic pressures, constrained consumer spending and rising operating costs remain real challenges. Despite these headwinds, Model exceeded its transformation expectations, proving it can listen to customers, adapt quickly and build a retail experience tailored specifically to Namibians.
Innovation has taken centre stage at the Auas Valley flagship store, which introduced Namibia's first self-checkout stations and a robotic shopping assistant. Tech-savvy shoppers and younger customers have embraced the self-checkouts for their speed and convenience, while families and children regularly interact with the robotic assistant, which serves a dual purpose of guiding shoppers to the products they are seeking while remaining a fun part of the shopping experience.
“As Model enters its second year, the focus shifts from business transformation to growth acceleration. Consumers can look forward to the opening of the new Seagulls store in Walvis Bay, the continued modernisation of the Mega Centre store, the finalisation of Model Mooove and the ongoing development of a world-class loyalty programme designed around actual local shopping behaviours,” concludes Rüeck.
