Samsung Electronics East Africa opened a shop-in-shop outlet at City Gate Mall in Kitui town.
The store was established in partnership with local retailers Maureen Mutua and Mutua Ndungi.
Brenda Nakhulo Khaimia, marketing manager for the mobile experience division at Samsung Electronics East Africa, said Kenya’s markets are diverse and the retail strategy must reflect consumer needs; she added that Kitui is an important regional market and the SIS enables closer engagement with shoppers.
Samsung noted that smartphones are increasingly used by traders and small businesses in Kitui to reach customers, promote products and manage daily operations.
The Kitui outlet is part of Samsung’s broader effort to expand its retail network beyond Kenya’s major cities, following a recent store launch in Kisii.
The new shop provides a dedicated space for customers to try Samsung’s smartphone range, receive assistance in choosing devices and learn about features.
Samsung’s expansion aims to compete with low-cost Chinese brands such as Tecno, Infinix and Itel that dominate sales in rural and peri-urban markets.
The outlet adds another direct point of engagement between Samsung and Kitui consumers.
