By Hilja Shikongo

The Ohlthaver & List (O&L) Group has officially transitioned from the Pick n Pay brand to Model, a move that marks the end of a 27-year franchise agreement with Pick n Pay South Africa. 
The change took effect on 1 July 2025 and affects all 19 retail stores previously operating under the Pick n Pay Namibia name.
According to O&L, the decision to revive the Model brand first introduced by the company in 1965, was driven by the need for full operational independence. 

“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,” said O&L executive chairman Sven Thieme.
Model is positioned as a fully homegrown retail brand tailored to Namibian consumers. The brand will introduce a fresh retail approach through a 100 percent Namibian buying team, with full autonomy to develop product ranges that align with local needs, preferences and values.

Customers can expect changes in product offerings, as Model intends to strengthen the local supply chain by working directly with Namibian producers and suppliers who meet quality standards. The company noted that the transition also includes a complete overhaul of operations, technology, and supplier relationships.

On pricing and loyalty programmes, Model stated that pricing will remain competitive and aligned with international standards, while a new customer loyalty programme is currently under development. Convenience will continue to be a focus, with the existing footprint of 19 locations maintained across the country.

One of the key features of the brand’s digital strategy is the introduction of Model Mooove, a new e-commerce platform. Described as a “fresh, convenient digital extension,” it will offer online grocery shopping with delivery and click-and-collect options. The company says the platform is designed to enhance convenience for busy Namibians.
The rebranding also places emphasis on internal transformation. According to the company, no employees will lose their jobs as a result of the transition, and extensive staff training has been rolled out. “Our employees understand that the transition will take time with some possible inconveniences and are excited to work toward delivering an elevated shopping experience for everyone,” the company said.

The refurbishment of stores will be carried out in phases over the next two years. The Auas Valley store in Windhoek is the first to undergo a full transformation, with renovations expected to be completed by the end of September 2025. Model signage has already been installed at selected locations as part of the initial rollout.

The company emphasized that the rebranding is about more than a change of name. “Model is not only a store; it is a movement,” the company stated. “It stands for authenticity, care and passion the core characteristics of our O&L persona.”  
Model's approach also includes active customer engagement. The team is incorporating feedback received from social media, in-store experiences, and direct customer communication to shape brand development and improve the overall shopping experience.
Looking ahead, the company has not announced plans for expansion beyond the current 19 stores, noting that the focus remains on successfully revamping the existing outlets before considering growth opportunities.

From an economic perspective, the company said Model is expected to contribute meaningfully to national development goals by supporting Namibian businesses, investing in local talent and creating jobs. “We are committed to supporting local businesses, contributing to economic growth and creating job opportunities that benefit the broader Namibian community,” the company stated.