Samsung Electronics East Africa has opened its 24th Samsung Experience Store in Kenya, expanding its wider network as the electronics maker pushes deeper into regional markets.

The new store at Naivas Mall in Kisii is operated by Samsung EIP partner Nexora Agencies and will serve customers across Kisii and neighbouring counties.

The opening extends the firm’s retail presence beyond Kenya’s largest urban centres as Kisii continues to grow as a commercial hub, supported by agriculture, retail and an expanding business community.

“Kisii represents an important opportunity for Samsung as we continue to grow our presence across Kenya,” said Manish Jangra, Head of Mobile Experience at Samsung Electronics East Africa.

The expansion comes as smartphone adoption continues to increase in Kenya. Data from the Communications Authority of Kenya shows smartphones accounted for 63.7% of mobile devices connected to Kenyan networks in the third quarter of the 2025/26 financial year.

The OEM is also relying on partnerships to make its devices more accessible to consumers. Its partnership with asset-financing company Watu allows customers to acquire Samsung smartphones without paying the full cost upfront.

“Partnerships are an important part of how we extend our reach and respond to the realities of the Kenyan market,” said George Kebaso, EIP Lead at Samsung Electronics East Africa.

Samsung said its EIP partnerships will remain central to expanding its retail network in markets where consumer demand and business activity are growing.

The Samsung Experience Store at Naivas Mall Kisii is now open.