Carrefour Kenya, operated locally by Majid Al Futtaim under exclusive rights, has concluded its “10 Years, 10 Million Stories” customer appreciation campaign with an awards handover event at Carrefour Two Rivers in Nairobi, the retailer said on July 2, 2026.

According to Carrefour Kenya, the campaign marked the retailer’s 10th anniversary in the Kenyan market and rewarded shoppers across its physical stores and the Carrefour App. The prizes included vehicles, school fee vouchers, home appliances and fully paid holiday trips, the company said.

Carrefour said some of the winners included Cynthia Nyamasyo, Sharyl Patel, Josephine Mwenje and Deep Mota, who received cars and school fee vouchers as part of the campaign’s grand prizes. The retailer said the broader rewards programme was valued at more than KES 20 million and ran between May 22 and June 11.

The campaign close-out comes as supermarkets compete for wallet share through loyalty programmes, app-based shopping and promotional pricing, particularly as consumers remain price-sensitive. Over the last decade, Kenya’s modern retail segment has seen changes in market leadership and store footprints, with players increasingly leaning on private labels, local sourcing and digital channels to defend margins.

Carrefour said that since entering Kenya in 2016 it has expanded to 34 stores nationwide, served more than 119 million customers cumulatively, including 24 million in 2025, and invested close to KES 15 billion in the country. The retailer also said it has spent more than KES 239 billion with local suppliers.

In its statement, Carrefour said the campaign was designed to reward shoppers for loyalty while marking the retailer’s decade-long journey in Kenya. The company said the anniversary theme was intended as “a celebration of its growth and a tribute to the shoppers, suppliers, employees and communities that have contributed to its story in Kenya.”

The retailer also provided details on its local procurement and employment footprint. Carrefour said it works with more than 690 Kenyan suppliers—covering farmers, manufacturers and SMEs—and sources 99% of its products locally. It added that it has created more than 3,000 direct jobs and invested in workforce development through its Retail Business School, which it said delivered more than 44,700 hours of training and issued 546 internal training certifications in 2025.

For Kenya’s fast-moving consumer goods (FMCG) ecosystem, the supplier numbers and local sourcing claims point to the growing importance of modern retail as a route-to-market for local manufacturers and agribusiness. If sustained, supplier spending at the scale cited by Carrefour can support capacity expansion among SMEs and improve demand predictability—though the benefits depend on payment terms, listing fees and the balance of bargaining power between retailers and suppliers.

Carrefour said the prize handover marked the final chapter of the anniversary campaign and reiterated its focus on “offering value, convenience, quality and rewarding shopping experiences” to customers. The next market test will be whether the retailer can translate anniversary-driven traffic into longer-term retention, particularly through its app and loyalty mechanics as competition in Kenya’s grocery segment intensifies.

Keean and Kael Shah won the Top Kenya title at the inaugural Carrefour Open Padel Tournament on Sunday, beating Amar Shah and Gaston Castro 7-6 in the final at Networks Padel Village in Nairobi, according to a statement shared with media dated June 9, 2026.

The win closed a four-day tournament hosted by Carrefour Kenya, in partnership with Networks Padel Village. Organisers said the competition attracted more than 250 athletes across divisions that included Top Kenya, Advanced, Mixed, High Intermediate, Intermediate and Open categories, competing for a total prize pool of KES 700,000.

In the women’s final, Khaaliqa Nimji and Seyaana Ladha won after defeating Sharon and Faith, the statement said. Third place in the Top Kenya category was shared between the teams of Maxwell Kombo and Devin Shretta, and Helder Simao and Markel.

The organisers said the Top Kenya champions received KES 100,000 in prize money, while runners-up Amar Shah and Gaston Castro took home KES 40,000. The two third-placed teams each received KES 30,000.

The event adds to a growing calendar of commercial sports activations in Nairobi as retailers and venue operators increasingly partner on tournaments that bring together participation fees, sponsorship and brand visibility. Carrefour Kenya is operated by Majid Al Futtaim, which holds exclusive rights to run the Carrefour brand in Kenya, according to the statement.

Speaking after the final, Keean and Kael Shah said the victory came during their first time playing together as a duo in the tournament setting.

“This was our first time playing together as brothers, and we have to give credit to our opponents for putting up a great fight. In the first set, they had us completely confused, but once we figured out our game, we were able to capitalize,” the pair said in a joint quote provided by organisers.

They added that the match demanded tactical adjustment and mental strength against a familiar pairing.

“It was a very competitive match and a fantastic final. Amar’s left-handed play brings a very different challenge, while Gaston makes you work for every point. In the end, it was as much a mental game as it was physical,” they said.

Organisers said the tournament featured nine categories in total: Top Kenya, Men’s Advanced, Ladies Advanced, Mixed Advanced, Men’s High Intermediate, Men’s Intermediate, Ladies Intermediate, Mixed Intermediate and Open Level 2.0. Participants also competed for gift hampers alongside cash prizes, according to the statement.

Beyond competitive play, the statement said the Carrefour Open included community engagement initiatives such as a youth tournament that introduced younger players to padel and provided mentorship through Networks Padel Village coaches.

For Kenya’s sports and leisure market, the tournament underlines increasing private-sector involvement in niche but fast-growing sports, with dedicated facilities and structured competitions supporting a broader ecosystem that includes coaching, events management, retail partnerships and hospitality spend around venues.

Organisers did not announce dates for a second edition, but said the conclusion of the inaugural event marked a milestone in the sport’s development locally, suggesting further tournament activity could follow as participation grows.

Carrefour, operated in Kenya by Majid Al Futtaim, is marking its 10-year anniversary in the country, reporting that it has grown to 34 stores nationwide and created more than 3,000 direct jobs since entering the market in 2016.

In a press release dated 22 May 2026 in Nairobi, the retailer said it now works with more than 690 Kenyan suppliers and sources 99% of its products locally. Carrefour also said it has strengthened its e-commerce offering over the period and built a modern retail supply chain as part of its expansion strategy.

The anniversary comes as Kenya’s formal retail sector continues to evolve following years of disruption and consolidation, including the exit or restructuring of several local supermarket chains. Carrefour’s decade-long buildout is being watched by suppliers, mall developers and competitors as an indicator of how international retailers can scale in Kenya while maintaining local procurement.

To commemorate the milestone, Carrefour has launched a nationwide customer appreciation campaign dubbed ‘10 Years, 10 Million Stories’, running from 22 May to 11 June across all stores and the Carrefour App. The company said the campaign includes rewards valued at over KES 20 million (KES 20 million stated), including 10 vehicles, school fee vouchers, home appliances, paid holiday trips and discounts of up to 50%.

Christophe Orcet, Regional Director – East Africa at Majid Al Futtaim Retail, said the anniversary reflected what he described as a sustained partnership with the local market. “Reaching this 10-year milestone reflects the strength of our partnership with the Kenyan market. Our focus has been on building a resilient retail ecosystem, working closely with local suppliers, empowering our people and continuously enhancing the customer experience,” Orcet said.

He added that the group expects further growth. “As we look ahead, we see significant opportunities to scale this model further, deepening our contribution to the economy while delivering sustained, long-term growth,” Orcet said.

The company’s update also referenced broader industry indicators. Citing the Boston Consulting Group, the statement said modern retail is expected to increase its market share by around five percentage points by 2030. It also cited Kenya National Bureau of Statistics (KNBS) data indicating that wholesale and retail trade contributed 5.4% of GDP in the first quarter of 2025, and that employment in the sector grew by approximately 2% between 2023 and 2024.

For Kenyan suppliers, a retail chain that says it sources 99% of its products locally implies a large and relatively structured route to market, particularly for packaged food, fresh produce and household goods. However, supplier development often requires meeting stricter quality, packaging and delivery standards, and maintaining consistent volumes—factors that can reshape how SMEs and agribusinesses invest in production and logistics.

Carrefour’s continued store rollout and app-driven promotions also point to increased competition in urban retail nodes, where location strategy, last-mile delivery partnerships and pricing discipline remain central to winning market share. The growing role of loyalty and reward campaigns may further raise customer acquisition costs across the sector.

Looking ahead, Carrefour said it remains committed to investing in local communities, strengthening supply chains and expanding retail access as it enters its next decade in Kenya. The immediate milestone for customers will be the conclusion of the anniversary campaign on 11 June.