Pick n Pay has acquired WhiteTree Gourmet, elevating its presence in Nigeria's promising retail market.

Target Information

Pick n Pay, a leading retailer in the fast-moving consumer goods (FMCG) sector, has acquired WhiteTree Gourmet, an upscale grocery supermarket located in Lagos, Nigeria. This strategic acquisition aims to enhance Pick n Pay’s product offerings while facilitating geographic expansion into a promising market.

WhiteTree Gourmet, founded by Ewaen Sorae, seeks to provide customers in Lagos with a premium shopping experience similar to that found in developed nations. The brand has quickly gained traction, attracting over five thousand customers in its initial six months of operation and establishing a reputation for competitive pricing and quality products.

Industry Overview in Nigeria

Nigeria boasts a population exceeding 200 million, making it the largest consumer market in Africa. This vast demographic presents substantial opportunities for both local and international