By Mandisa Rasmeni
The Ohlthaver & List (O&L) Group has announced a new chapter in Namibian retail, with the launch of Model, a proudly homegrown retail brand. The transition begins on 1 July.
The O&L Group stated that due to previous franchise constraints, the switchover could not occur before this date. However, from 1 July, the company will gain complete operational independence, introducing a new retail system with full local control over operations, technology, and supplier relationships. The move aims to solidify “From Namibia, for Namibia” as a core principle of the new brand.
“Model’s transition is not instantaneous but carefully phased, and from 1 July, the old signage will start coming down and the Model brand will become visible in stores. This gradual transformation will unfold over the coming months and years, with the Auas Valley store in Windhoek leading the way as the first location to undergo a comprehensive renovation, with completion expected towards the end of September,” they added.
Executive Chairman of O&L Group, Sven Thieme, said the transition to Model signals the birth of a retail experience designed by Namibians, for Namibians. “At the heart of this transformation is a 100% Namibian buying team that will have complete autonomy to create product ranges that reflect local needs, preferences, and values. Our independence gives us the strategic freedom to build partnerships with local suppliers, invest in Namibian talent, and shape a shopping experience that reflects our community’s values and aspirations,” he added.
O&L said this shift creates meaningful opportunities for Namibian producers and suppliers who meet high-quality standards to list their products directly, strengthening the local supply chain and supporting homegrown businesses. “The Model brand is founded on authentic connections, caring service, and passionate commitment to the Namibian community,” they emphasised.
Managing Director at Model, Graeme Mouton, said the customer-focused approach will define the company’s new identity. “We are changing our name and re-imagining what retail can be in Namibia, and while our phased rollout and renovation process may bring minor disruptions, we value our customers’ patience as we transform these temporary inconveniences into refreshed, improved shopping experiences,” he concluded.