Namibia welcomes Model back
From humble roots to a bold new chapter
Namibia’s retail scene is entering an exciting new phase as the Ohlthaver & List (O&L) Group officially reintroduces Model, a proudly Namibian brand, on 1 July 2025.The move marks the end of a 27-year partnership with Pick n Pay South Africa, and the start of a homegrown retail journey with full local control over operations, technology, and supplier relationships. While the switch couldn’t happen sooner due to franchise constraints, the transition has now begun—starting with signage changes and a fresh new look that will roll out gradually across all stores.
The Auas Valley branch in Windhoek will lead the transformation, undergoing a complete revamp that’s set to be finished by September 2025.
Model’s story started in 1965 with Werner List, a visionary Namibian farmer. Struggling to find a market for his vegetables, Werner bought a 67% share in the Van der Walt family’s Model Super Market in Windhoek for R170,000. It wasn’t just a smart business move—it created a direct outlet for his produce and laid the foundation for something much bigger.
By 1969, Werner had taken full control and expanded to Tsumeb, Walvis Bay, and Swakopmund, bringing Woolworths products to local shelves. These stores stood out as “Model” outlets—offering international quality tailored for Namibians.
When the Woolworths franchise ended in 1997, O&L signed a new deal with Pick n Pay South Africa. That same year, Model Pick n Pay opened its first store in Windhoek’s Wernhil Park, sparking a period of strong growth.
Steady growth
From 1997 to 2009, the brand opened stores across the country—including Rundu, where it launched its 17th store in a brand-new shopping centre. The same year, it also refreshed its branding for the first time in 40 years.
The 2010s brought even more expansion with stores opening in Keetmanshoop, Okongo, Ondangwa, and Windhoek’s B1 City. By 2016, over 2,300 Namibians were employed by Pick n Pay Namibia.
Innovation also played a big role:
In 2016, it launched Webtickets Namibia with What’s On Namibia.
In 2018, it opened a modern “new generation” store in Wernhil.
In 2019, it became Namibia’s first retailer to charge for plastic bags under the “Plastic or Planet” campaign and partnered with BEE Biofuel for sustainable oil disposal.
It also teamed up with Hollard to open the first in-store insurance office at Wernhil.
Diversification & new directions
In 2022, the company launched its first Pick n Pay Express store in Swakopmund, followed by a second one in Katutura the next year. It also entered the value retail space with the SUPA Shop brand.
In late 2023, it partnered with Bonlife Assurance to launch Enda Nawa, a funeral cover product aimed at providing affordable peace of mind, another initiative that reflects O&L’s commitment to Namibian communities.
Then came the big decision: in July 2024, O&L announced it would end its franchise agreement with Pick n Pay South Africa by June 2025. This move aligns with the Group’s Vision 2029 strategy and signals a return to its Namibian roots with a renewed focus on innovation, job creation, and local relevance.
A full-circle moment
With 19 stores across the country and more plans in the pipeline, Model’s return is more than just a name change. It’s a return to a vision that started with one man’s vegetables and grew into a national institution.
Model is not just about retail; it’s about serving Namibians better, supporting local suppliers, and creating spaces that feel familiar, forward-thinking, and proudly ours.
As the signs change and shelves get restocked under the new brand, one thing stays the same: a strong commitment to Namibia and its people. Model is back and the future looks bright.