Samsung Electronics East Africa has expanded its retail presence in Kenya by opening a new shop-in-shop (SIS) outlet at City Gate Mall in Kitui, giving consumers direct access to its smartphone range.
The outlet, opened on October 28, 2026, was established in partnership with Maureen Mutua and Mutua Ndungi as part of the company’s efforts to reach more consumers across the country.
Kitui town serves as the county’s commercial centre, where agriculture, trade, and small-scale enterprises drive economic activity. The new outlet is expected to allow residents to explore Samsung devices and identify products suited to their personal and business needs.
Brenda Nakhulo Khaimia, Marketing Manager for the Mobile Experience Division at Samsung Electronics East Africa, said the expansion reflects the company’s strategy of aligning its retail network with consumer needs in different markets.
“Kenya’s markets are diverse, and our retail strategy must reflect the needs of the consumers we serve. Kitui is an important market within the region, and establishing a Samsung SIS here allows us to engage more directly with consumers and understand what matters to them,” she said.
Khaimia added that the company aims to make its technology accessible to consumers from different backgrounds in line with its “Innovation for All” philosophy.
At the new outlet, customers can explore Samsung smartphones, learn about the features available across different models and receive assistance when making purchasing decisions.
The expansion comes as smartphones increasingly support communication, access to information and participation in the digital economy. For traders and small business owners, the devices can help with customer engagement, product marketing and daily business operations.
Samsung said the new outlet forms part of its continued investment in Kenya’s retail network, with the aim of bringing its products and customer experience closer to consumers in more markets.