‘A seamless transition’: Welbee’s CEO Jonathan Shaw hands over the reins to Nicky Camilleri

Welbee’s has swiftly become a household name among Maltese shoppers. Today, it’s hard to imagine that just four and a half years ago, such a popular and successful brand did not exist.

“Back then, we started with eight supermarkets across the island, operating under four different brands,” Jonathan Shaw recalls as he prepares to hand over the reins to his successor, Nicky Camilleri. It was in 2021 that Tower, Park Towers, Valyou, and Trolees supermarkets merged to form the unified Welbee’s brand.

“Our mission was to bring teams together and establish ourselves as the grocery option of choice for Maltese families,” Jonathan explains.

Now, Welbee’s has announced that Jonathan will step down as CEO, taking on an advisory role as from the end of October, with Nicky having begun a comprehensive handover process in early summer.

“It has been a thrilling journey, filled with great satisfaction,” Jonathan reflects. “I started as a member of the board that united these beloved supermarkets, and eventually became CEO, and, along with the shareholders and board, led the rebrand and built the organisation from the ground up. In just 1,300 days, we have established a robust structure that guarantees governance, traceability, and transparency. It’s time for me to seek new challenges as the company enters a fresh phase of growth.”

Both Jonathan and Nicky agree that had it not been for the vision and good will created by the original owners and directors, this feat in Maltese corporate history would not have been possible.

Nicky Camilleri, an accountant by profession with 20 years’ experience in leadership, management and corporate finance, is excited to take over at a time when Welbee’s is poised for further growth. “The company has come a long way since the merger. Now, our goal is to build on this success, enhance shareholder value, and offer an even better service to our customers,” he says.

The duo is committed to projecting a message of continuity. Over the past few months, they’ve engaged in a deep process of job-shadowing to ensure a smooth transfer of leadership.

“We’ve practically been sharing the same office since summer,” Nicky notes, explaining how he has been closely involved in the company’s day-to-day operations. “The handover has been thorough to ensure no disruption in our service.”

Jonathan, meanwhile, is pleased to continue with the group in a strategic advisory role, offering guidance on business development matters. “I am happy to continue adding value, by helping the company secure new openings. This is a critical and strategic role for the group and in line with the dynamic approach of the company board,” he remarks.

Reflecting on his tenure, Jonathan is proud of Welbee’s achievements. “Bringing together companies with different management styles and operations wasn’t easy, but, together, we created a strong corporate culture. We’ve already opened two new supermarkets under the Welbee’s brand, and this process prompted some tough decisions,” he says.

Nicky, too, recognises the challenges ahead, but he is confident that the company is well-equipped to handle them. “My strategy will focus on growth. We’ll build on the excellent work done so far, fine-tune our operations, and introduce efficiencies to increase shareholder value.”

Welbee’s, which now operates 10 outlets and has one of the strongest loyalty club programmes, remains committed to its core values. “Ultimately, our focus will always be on balancing the needs of our stakeholders, customers, and suppliers,” Nicky asserts.

Jonathan echoes this, emphasising the company’s ethical approach. “By respecting both importers and local producers, we ensure a large range and reliable supply of goods and brands that our customers love. This trust has kept our customers loyal to Welbee’s.”

With 500 employees and 160 others working through third-party partners, Welbee’s is a major employer on the island. “Our long-serving employees have been key to our success. Their loyalty has inspired our customers to remain loyal as well,” Nicky adds.

Jonathan also highlights the importance of rewarding customers, noting that Welbee’s has returned over €4 million in cashback savings to its loyalty clients last year alone. 

Looking ahead, Nicky acknowledges the challenges posed by competition, inflation, and property prices. “But with a strong brand, a dedicated team, and a clear focus on quality, we’re ready to face the future,” he concludes.

This interview forms part of the Digital 50 Business Leaders project. These high-profile interviews are exclusively featured online at MaltaCEOs.mt, highlighting 50 distinguished conversations with business leaders, CEOs, and emerging entrepreneurial talents. Through these discussions, we aim to showcase the remarkable journeys, achievements, and successes of Malta’s business leaders.

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