The license to operate the SPAR brand exclusively in Rwanda was granted to a local retail business – Sawa Citi. The first SPAR branded store has now opened in the suburb of Nyarutarama, located in the Rwandan capital city of Kigali.
Entry into the Rwandan market
The introduction of the internationally recognised SPAR brand to Rwanda through the licensee Sawa Citi will bring global expertise to the Rwandan retail landscape and a new, elevated shopping experience for customers.
SPAR Rwanda will position itself in the local market as a premium quality yet affordable retailer, targeting a broad customer base by providing a range of food and non-food products that are both locally and internationally sourced. Instore, customers can look forward to also seeing high-quality fresh produce, as well as a specially selected range of SPAR Own Brand products.
The first store in Nyarutarama has a retail sales area of 570m2 and features everyday shopping needs for customers. There is an assortment of fresh fruit and vegetables, a dairy section, a good range of frozen goods, dry grocery products, as well as a selection of alcoholic beverages.
The SPAR Supermarket’s layout, design, and marketing tools have been developed in close collaboration with subject experts of SPAR International, taking international best practice and adapting it to suit the local market. The renowned bold SPAR red portal, the use of wood throughout, colourful departmental signage, clear promotional signage, and light enhancing zones create a welcoming atmosphere for customers.
Growing the SPAR brand nationwide
The launch of the SPAR brand in Rwanda highlights how the strength of an internationally known brand, operated by a local retail organisation with expertise in food retailing and a deep understanding of the consumer, creates opportunities in new communities.
The development of the business plans for the growth of the SPAR brand in this market builds upon experiences gained during a retail career, including working in a SPAR Supermarket operated by an independent retailer in Denmark by one of Sawa Citi’s shareholders. The independent voluntary retail trading model operated by SPAR since 1932 fosters collaboration within the international SPAR retail network between all licensed SPAR country operators and independent retailers.
SPAR Rwanda plans to grow the brand presence by opening SPAR Supermarkets across Kigali and other urban areas, as well as SPAR Express stores at transit locations and shopping centres.
The license to operate the SPAR brand in Rwanda was granted to Sawa Citi, an established food retailer in Rwanda. SPAR Rwanda is positioned as a premium yet local retailer, and the first SPAR Supermarket opened in Nyarutarama, located in the Rwandan capital city of Kigali, in April 2025. (End)