Vice President Her Excellency Lucia Witbooi officially launched Model Auas Valley today, marking a transformative milestone for Namibian retail and heralding a new era of shopping excellence that will roll out nationwide over the next years. The launch event celebrates the unveiling of the country's most advanced retail experience, representing O&L's homecoming to its Model roots after 27 years as Pick n Pay.
Vice President Witbooi praised O&L's more than 100 years commitment to Namibia, noting that the company's success mirrors the country's own development story and commended "the leadership and management of Ohlthaver & List Group for their commitment and remarkable contribution to our nation’s development over the years."
She echoed the words of Her Excellency, President of the Republic of Namibia, Dr. Netumbo Nandi-Ndaitwah by quoting: "The success of our country does not depend on one singular person, but on each and every citizen; each and every son and daughter of our soil must become a catalyst for development and change." Vice President Witbooi emphasised that the transformation witnessed with Model perfectly embodies this principle, showing how private sector leadership can drive meaningful change, contribute to job creation and enhance local value addition. She noted that this event demonstrated the harmonious working relationship essential for achieving the nation's ambitious development goals.
Model Auas Valley introduces groundbreaking features to Namibian retail, including self-checkout stations, a robotic assistant to help customers navigate the store and locate products, a dedicated Golden Ambassador for personalised customer service and specialised sections for wine enthusiasts, health and wellness and gourmet ready-made meals.
"We're presenting a new standard of retail excellence to Namibia, one that puts our customers' everyday experiences at the heart of everything we do," said Graeme Mouton, Managing Director of Model. “Our stores will operate on four pillars: uncompromising value, handpicked expanded ranges, exceptional customer service and premium quality assurance – all of which are geared toward an unparallelled shopping experience.”
O&L Executive Chairman Sven Thieme emphasised Model's alignment with Government's Vision 2030 and NDP6. "Everything we do serves a higher purpose, deliberately aligned not only to our own Vision 2029, but also to our Government's Vision 2030 and National Development Plan 6."
With 1,634 employees across stores nationwide, Model directly contributes to NDP6's goal of increasing employment rates. Building on a retail legacy spanning over 100 years, the company exemplifies President Dr Netumbo Nandi-Ndaitwah's directive to "move away from depending only on raw exports" by adding value locally and supporting local suppliers. This commitment supports the Growth at Home strategy while creating sustainable economic opportunities. Guiding this approach is the O&L Persona and its core characteristics of being authentic, caring and passionate which shape every customer’s interaction and business decision. "Success is built on people," said Thieme. “Our O&L Persona guides everything we do."
The Auas Valley flagship store is the first of the locations to receive the complete Model transformation. Over the next years, all Model stores will be upgraded to deliver the same elevated experience, with Swakopmund and Oshakati confirmed as the next stores to undergo transformation. "Watch as we roll out this Model experience across all our locations. Each store will reflect the same four key Model pillars while celebrating the unique character of its community," Mouton confirmed.
Model invites Namibians to experience the new flagship store throughout launch week. On 3 and 4 October, the store will host outside broadcast activities, complemented by experiential marketing throughout the week, giving shoppers the opportunity to discover the innovations firsthand. "Today we open a new chapter for retail excellence in Namibia," Mouton concluded. "Model Auas Valley represents our commitment to never settling for 'good enough' when we can deliver extraordinary."
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