A Namibian Story: Built with Legacy, Driven by Vision

There's something profound about coming full circle. As I write this, I'm looking at a photograph of a 1952 Chevrolet pickup truck that once belonged to my grandfather, Werner List. Today, that weathered vehicle sits in the Oubaas Car Museum at Midgard, but sixty years ago, it was the humble beginning of what would become Namibia's most ambitious retail transformation.

That truck carried vegetables and firewood through the dusty streets of Windhoek and it also carried my grandfather’s dream, his work ethic and an unwavering belief that Namibians could build something extraordinary for themselves

Planting the Seeds of Something Greater

In 1965, my grandfather faced a problem that would define generations of our family business. Werner and my grandmother Hilde had built a thriving vegetable garden on the farm, but they lacked a central place to sell their hand-picked produce. Grocery stores weren't greengrocers then and few were willing to buy directly from farmers.

When the Van der Walt family offered a stake in their Model Super Market, Werner saw opportunity where others might have seen risk. For R170,000, a significant sum then, he acquired 67% of that small Windhoek store. This business transaction was a farmer's declaration that he would control his own destiny.

The decision resonates with me today because it embodies a quintessential Namibian spirit: the courage to forge your own path when the existing one doesn't serve you.

By 1969, Werner had gained full control of Model Super Market and expanded to Tsumeb, Walvis Bay and Swakopmund. This growth and expansion created a wealth of opportunities, for farmers, for communities and for the entire nation

From Heritage to Innovation

Fast-forward to today and we find ourselves at another pivotal moment. After 27 successful years as Pick n Pay Namibia, we're returning to our roots with the launch of Model, not as a step backward, but as a bold leap forward.

This homecoming is a strategic evolution that honours our heritage while embracing the future of retail. We're changing the name and re-imagining what grocery shopping can be in modern Namibia.

Today's consumers, much like those my grandfather served in 1965, still prioritise quality, good prices and healthy options. These core desires have always been at the heart of what we deliver. What has transformed is how those expectations are met.

Today, consumers expect personalised experiences powered by technology, seamless integration between digital and physical shopping and brands that demonstrate genuine social responsibility. They still demand health and wellness choices while remaining keenly value and cost-conscious.

Having witnessed consumer behaviour transform over the years, I know that Namibians now seek a shopping experience that's both globally advanced and deeply rooted in local authenticity. Our insights reveal five critical retail trends: AI-powered personalisation (where consumers expect brands to anticipate their needs), omnichannel shopping (requiring seamless digital and physical integration), sustainable and ethical choices (driving decisions towards environmentally responsible brands, a value inherent to us since the beginning), a persistent health and wellness focus (demanding fresh, quality produce) and an enduring need for value-driven shopping (competitive pricing without quality compromise).

Model is our answer, addressing each of these evolving expectations while staying true to our Namibian identity and the values we've upheld since my grandfather's time.

Model is the embodiment of our Vision 2029 strategy. We're creating a retail experience that seamlessly blends cutting-edge technology with the warmth and personal service that Namibians have treasured.

Our stores will feature carefully selected local and international products, reflecting our deep understanding of Namibian tastes and aspirations. Through Model Mooove!, our digital platform, we're bringing world-class convenience to busy Namibians while maintaining the personal touch that sets us apart.

Our transformation goes deeper than retail innovation. We're building infrastructure that supports local producers, creates meaningful employment and contributes to Namibia's economic sovereignty. Every Model store represents a shopping destination and a hub of community development.

Vision 2029 is our commitment to building a thriving, inclusive and self-sustaining Namibia. The retail sector is just one pillar of this broader vision, but it's a crucial one because it touches every Namibian family.

We are building opportunities for communities that will benefit from increased employment and local procurement; for creators and entrepreneurs who will find platforms to showcase their products and for Namibia, as we demonstrate that homegrown brands can compete globally while serving locally.

The old 1952 Chevrolet in the museum reminds me that great enterprises often begin with simple needs and daring dreams. My grandfather needed a place to sell his vegetables. Today, we need a retail experience that serves modern Namibians while honouring our heritage.

Looking Ahead

What excites me most about Model is how it captures the best of our past while embracing the possibilities of our future. The warmth, authenticity and community spirit that characterised those early Model stores will be enhanced by technology, sustainability practices and global best practices.

As we prepare to launch Model, I'm filled with the same spirit of possibility that must have driven my grandfather sixty years ago. The tools have evolved, from that sturdy Chevrolet to sophisticated supply chains and digital platforms, but the core mission remains unchanged: serving Namibians with authenticity, care and passion.

The road ahead is exciting. We have listened to our Namibian consumers and we are ready to deliver what they have requested. We are ready to elevate the everyday shopping experience and enrich all expectations of what Namibian brands can achieve. And like that old pickup truck, we're built to last, ready to carry dreams forward for generations to come.