Sundry Markets drives growth in Nigeria’s grocery retail, marks contributions to GDP

Sundry Market, Nigeria’s leading grocery retail company, has achieved over 100 percent shop growth in five years, signalling a significant increase in indigenous investment in the food retail sector.

Financial Times, the British newspaper, ranked Sundry Markets, owner of Marketsquare Supermarket, among the “Top 50 Africa’s Fastest Growing Companies 2024–2026.”

The company, described as Nigeria’s largest indigenous grocery retailer, grew from one to more than 40 stores in 10 years, expanding to 19 cities across 15 states and employing over 4,000 people who serve more than 2 million customers monthly.

The states include Kaduna, Borno, Abia, Lagos, Rivers, Bayelsa, Delta, Akwa Ibom, Ogun, Oyo, Edo, Anambra, Imo, Enugu and the Federal Capital Territory (FCT).

Ebele Enunwa, founder and CEO of Sundry Markets, said the company grew from a single store in Yenagoa, the capital of Bayelsa State, in 2015 to 15 stores in 2020 and to more than 40 in ten years.

He was speaking at the company’s 10th-anniversary gala, themed ‘10 Years Strong: Powered by People, Driven by Purpose,’ which was designed to celebrate the company’s 10 years of growth, impact, excellence, service, opportunity creation, and business expansion.

Enunwa said, “We celebrate not just the company but the vision that has grown into Nigeria’s largest grocery store. Ten years ago, Sundry Markets was only a dream. Today our markets have become a household name in many parts of the country.”

He noted that the company saw a situation in grocery retail “where standards were ignored and customers were forced to shop in unreliable conditions. I decided to be part of the solution. Our mission was clear: to provide Nigerians with warmth and trust at affordable prices in clean, safe, and aesthetically pleasing spaces.

“Our first store opened in Yenagoa 10 years ago. Many asked, ‘Why Yenagoa?’ My answer was simple: why not? Every community deserves access to a quality life,” he said.

Enunwa described the early days as rough, adding, “Power supply could not sustain our brand-new systems. But we learned, we adapted, and we grew. Today, we have over 50,000 square metres of space.

“From a handful of employees to thousands, our country markets have served millions of customers, created thousands of jobs, and set new standards,” he said.

He stressed that the growth and success were made possible by the contributions of staff, partners and customers across the country.

Enunwa noted that Sundry Markets has made efforts to give back to society by investing in people and communities through scholarships, healthcare education, and support for culture.

He said, “We are committed to sustainability, renewable energy, conservation, empowering women, and paying our taxes. Sundry Markets is proud to contribute to Nigeria’s economy and to make a difference in everyday lives.

“The next decade, we will work to reach communities across Nigeria and ensure that every family benefits from the supermarket’s offerings. We will embrace digital transformation, sustainable practices, and deeper customer connections. We are exploring how to infuse AI into our applications.

“We are building technology solutions that will enhance convenience and create experiences beyond imagination. Sundry Markets will continue to live, innovate, and inspire,” he said.

Charles Odita, chairman of the board of Sundry Markets, highlighted the “10 years of resilience, growth, and impact,” adding, “When we reflect on this journey, we are reminded that Sundry Markets did not simply grow by chance. We grew because we were driven by a clear purpose and empowered by exceptional people, many of whom are in this room today.

“Ten years ago, we set out with a bold ambition to redefine the retail experience in Nigeria. We focused on making quality products more accessible, shopping more convenient, and customer satisfaction non‑negotiable.

“What began as a vision has today evolved into a trusted brand serving communities across Nigeria. As we celebrate this milestone, we are proud of how far we have come. Ten years ago, Marketsquare was zero; today it has grown into Nigeria’s leading and largest indigenous grocery retailer,” he said.

Odita added that the company has “built strong partnerships with over 500 suppliers, supporting and growing local businesses across our entire supply chain. We have also created many full-time opportunities by employing over 4,000 direct staff and, I dare say, indirectly supporting over 100,000 jobs.”

According to him, “We continue to power our stores. In terms of scale, our footprint spans over 50,000 square metres, reflecting both our physical presence and our digital ambitions. To put it in context, 50,000 square metres is among the largest retail footprints in the country.

“It is indeed one of the largest retail footprints adopted in the country. We are proud to have recently been recognized by the Financial Times as one of the fastest‑growing companies in Africa.”

Nnamdi Opara, executive director of Sundry Foods, a sister company to Sundry Markets, said, “We at Sundry Foods feel like proud senior brothers—or proud fathers—who helped birth this organisation.

“We saw the vision. Sundry Foods, by the way, is 22 years old. We saw an opportunity to spin off into the retail business, but at the time we felt that, structurally and organisationally, it was inconvenient to run QSL chains (fast‑food chains) while also attaching them to the marketplace,” he said.

Opara noted that Sundry Markets and Sundry Foods are “the same culture, the same people. So, we did a lot of midwifing to transfer and translate the culture that we have as an organisation.

“I can bet you that over the next five years they should reach 100 stores. We need young people—youth—to take up this opportunity. I challenge you today: there are investment opportunities for young people in retail. Let us change the retail landscape, make it organized, and move away from the informal model that currently dominates.”

Sundry Markets particularly celebrated its staff, presenting long‑service awards to some, and honoured its partners — among them Lagos Business School (LBS), which trains its staff; Nigerian Bottling Company (NBC); Moniepoint; and others.

LBS and Moniepoint, in appreciation of the partnership, presented awards and support to the grocery retail company.

Louis Nzegwu, professor of marketing at Lagos Business School (LBS), said, “Our mission is to develop business leaders in Africa. We run the best retail academy in Africa, and over the past five years Sundry Markets has sponsored our program, making it one of the best in Africa.

“If you look at what Sundry Markets has done, they’re replacing some foreign‑backed retailers. Over the next five to ten years, we expect to see significant expansion. We anticipate that Sundry Markets will sustain and even double its growth in that period,” he said.

Mercy Jemikalajah of Nigerian Bottling Company (NBC) said, “Marketsquare is one of our best customers. They are welcoming, innovative, and eager to collaborate to grow. It has been a very pleasant 10 years working with them since their first store in Yenagoa.”

She said, “Anything you want to buy, you can get there. Their customer service is fantastic. I’m not saying this just as a partner but as a shopper — I buy from their stores and from their e‑commerce platform. Sometimes I place an order at my convenience, and they’re very fast to respond. They also act quickly on customer feedback.”

Cynthia Esonwune, assistant manager of the Odili Road branch and one of Sundry Markets’ long‑serving awardees, said job security and the company’s innovative approach to staff growth and welfare are among its major strengths.

“As long as you do your job, you’ll be noticed and promoted; the sky is not your limit but a stepping stone to whatever you want.”

Esonwune added that the company contributes to society, especially through medical outreaches and support for vulnerable children and other groups.