EDLP Nigeria set to open its second Jara discount supermarket, in Benin City

EDLP Nigeria, a new player in Nigeria’s supermarket sector, is set to open its second discount supermarket. The new store, in Benin City, follows the successful launch of the company’s flagship store in Jara Mall, Ikeja (Lagos).

EDLP Nigeria’s first store opened on the 20th December 2019 at the Jara Mall in Ikeja, Lagos. We estimate it has 2,000m² of retail space. The mall also hosts a new outlet of the Domino’s Pizza and Cold Stone Creamery franchises. The company describes itself as Nigeria’s first discount supermarket chain, and stocks a mixture of premium imported brands and some Nigerian brands. It launched its loyalty card for customers in January 2020.

The company’s CEO, William Snollaerts, has been with the company since mid-2017. The first supermarket was originally intended to open in late 2018 and the new Benin City outlet has been planned since 2018. Snollaerts was previously General Manager of Aldi in the Netherlands, before taking on roles in Russian supermarket chains Olivier, Dixy Group and Tape.

Both Jara stores are in high traffic locations. The Ikeja store is next to Ikeja Bus Terminal on Simbiat Abiola Way. The Benin City store is on the busy Sakponba Rd in the heart of the city. It will be next to a newly built bus terminus.

EDLP Nigeria plans to open 10 stores during this launch phase but has not released details of any future stores.