William Kimaru: Meet The Designer Behind Quickmart Supermarkets’ Signature Look

Quickmart’s growth from a small family shop in Nakuru to one of Kenya’s largest supermarket chains is well documented.

The retailer now has more than 65 branches across 16 counties.

However, little is known about the people who work tirelessly behind the scenes to ensure that customers enjoy a comfortable and convenient shopping experience whenever they visit a Quickmart store.

One of these people is William Kimaru, a professional designer who is credited with creating the familiar look that is associated with Quickmart supermarkets.

From the arrangement of aisles, shelves, and location of products, Kimaru has helped shape the design that customers see in Quickmart branches today.

Speaking in a recent interview, Kimaru revealed that his relationship with the supermarket began more than 20 years ago, when the business had only one or two branches.

According to Kimaru, he participated in designing the supermarket’s business card even before it became a retail giant.

“I remember assisting in the design of the business card before it was even called Quickmart,” he said.

Back to basics

According to Kimaru, the best way to describe a Quickmart store in terms of design would necessitate going back to the basics of how a shop is arranged to ensure customers’ convenience.

Together with other designers, he has developed the standard design and layout that is now used across all Quickmart stores.

This means that a customer who regularly shops at a Quickmart branch in Nairobi should be able to find a packet of milk easily when visiting another branch in Kakamega.

Kimaru explained that this consistency helps customers become familiar with Quickmart stores, regardless of which branch they visit.

“This is what we have tried to develop. Wide spaces, clear views, and very catchy colours,” he explained.

Black walls and ceilings

He added that Quickmarket supermarkets have predominantly black walls and ceilings to ensure that the shelved products, many of which are very colourful, can easily stand out.

He explained that if the walls were also painted in the same bright colours as the products, customers could easily become distracted.

By using black walls and ceilings, the supermarket allows customers to focus on the products instead of the surrounding decorations.

The flooring is also carefully selected to complement the overall design.

Kimaru explained that Quickmart uses a grey terrazzo-style floor that does not reflect too much light and complements the black colour of the walls.

This creates a comfortable shopping experience and makes it very easy for customers to see and access the products.

“At the end of the day, when you look at a product in a Quickmart store, it really stands out,” he said, adding that the supermarket’s design is a science that has been developed over time.

Increased revenue

Over the years, Quickmart has grown to become Kenya’s second-largest supermarket chain.

The supermarket has doubled in size over the last four years, with revenue increasing from KSh25.7 billion in FY2021 to KSh50.4 billion in FY2025.

Recently, Kenyan retail investors were offered an opportunity to acquire a stake in Quickmart supermarket through an offering of two billion shares priced at KSh 7.50 each.

The supermarket is expected to continue growing, with the owners expecting that it will have about 125 stores by 2030.

The company has largely funded its expansion using money generated from its operations.

Its management has also adopted an asset-light business model, which involves leasing supermarket premises rather than buying properties and investing mainly in fitting out the stores.