‘Being present in the stores means I can understand the pulse of the business firsthand’ – Nicky Camilleri

2024 marked a pivotal year of transition for Welbee’s, the supermarket brand run by Retail Marketing Ltd and a leading player in Malta’s supermarket sector. After guiding the company through its inception, former CEO Jonathan Shaw announced his decision to step down – remaining as a strategic advisor to ensure a smooth handover for a new chapter in the brand’s journey. This transition welcomed new CEO Nicky Camilleri into the fold.

For Nicky Camilleri, who enjoyed a 20-year career in senior finance – including as Group CFO for Mizzi Organisation – the opportunity to join Welbee’s was one of those “right place, right time” moments. As he reflects: “A mutual friend of mine and Jonathan Shaw’s reached out to see if I’d be open to a conversation. And it just so happened that I was ready for a new challenge. The moment I sat down with Jonathan, everything just clicked.”

Even before joining, Nicky admits he had admired Welbee’s Supermarkets’ vision and professionalism. After all, he had watched it successfully transform from a group of independent stores into a strong, cohesive supermarket brand that has become incredibly popular among local shoppers. During Nicky’s initial exploratory meetings with the team, what struck him most, however, was the company culture. “From my first conversations, I could see that this was a company with a strong backbone, thanks to its highly experienced board of directors combined with a solid operational team, and one that really values collaboration. It’s a welcoming environment that encourages contributions at every level.”

The transition was formalised within just two weeks. Reflecting on whether he intends to bring about a change in leadership style, Nicky notes, “There are, of course, some differences. Jonathan has a strong marketing background, while mine is in finance. But at our core, we share the same values and champion the same people-first approach. I never saw this as a matter of change but as an opportunity to build on the foundation Jonathan has established.”

Transitioning from a behind-the-scenes, numbers role to leading as CEO in the fast-paced supermarket sector might seem like quite a leap, but Nicky is quick to dispel that notion. “I’ve never been a desk sort of guy,” he shares with a chuckle. “I enjoy being present in the stores and around the teams, getting a real feel for what’s happening on the ground.”

In fact, during his first four months, Nicky familiarised himself with the business by regularly visiting stores, aiming to stop by each of its 10 strategically located shops every couple of days to address issues directly and stay connected with day-to-day operations. “I feel it’s important to understand the pulse of the business firsthand,” he explains.

Furthermore, by setting aside dedicated time with the C-suite and operational teams, he was able to identify opportunities for consolidation and streamlining to ensure the business runs smoothly across the board. One key focus has been aligning Standard Operating Procedures (SOPs) across each store. “When Welbee’s was formed, the merger brought together several operators, each with its own legacy processes,” he explains. “Now, it’s time to harmonise those processes to establish more consistent and efficient ways of working across all stores, from stock management to paperwork flow.”

He acknowledges that such changes don’t happen overnight. “Of course, these types of shifts take time. When something has been done the same way for 30 years, it’s not easy to simply switch gears. So, I’ve set about building bridges between operations and corporate governance to create a structured framework where everyone, from frontline staff to executives, is working hand in hand,” he says. “After all, I firmly believe that when our people feel supported and happy in their roles, that naturally translates to happy customers.”

While growth is part of his vision, Nicky is keen to point out that the Welbee’s model isn’t about rapid, unchecked expansion. “We’re not the kind of supermarket that will mushroom into every corner of the island,” he says. “What sets us apart is the shopping experience we offer our customers, which provides exceptional service combined with great value. Whether it’s through our cashback programme, weekly in-store offers, or our coupons, we’re constantly finding ways to make our shopping experience more rewarding,” Nicky explains.

A core pillar of a successful retail brand is its suppliers, and here too Nicky has been pouring a lot of care and attention into maintaining great relationships with its 300-strong network. “We treat our suppliers with the same level of respect as our customers and employees,” he says. “This is fundamental to the success of our business.”

Part of this commitment includes supporting local suppliers and avoiding practices like parallel importing, where products are sourced directly from abroad at discounted prices. “We see this as a mutually beneficial relationship,” he explains. “We’re part of our suppliers’ journey and success, and they ours. What’s more, they know that if they face challenges or need to roll out an offer quickly, we’re always here to help.”

The past few years have seen inflation reshape the way many Maltese families approach their weekly supermarket trips, and Welbee’s has been quick to adapt to shifting consumer habits. “We’ve noticed that customers are spending less per visit, with smaller baskets,” Nicky points out. “However, they’re shopping more frequently, whether in-store or online, which balances things out.”

One way Welbee’s has been mitigating the impact of rising costs is by absorbing price increases whenever possible, ensuring affordability without compromising quality. “We have around 60,000 stock-keeping units (SKUs), covering everything from budget-friendly essentials to premium-quality goods. So, there’s plenty of choice within our stores for our customers to shop for products that suit their needs and budgets. Furthermore, we are constantly working to improve our product range to ensure our customers can carry out their entire shopping with us.”

Another growing trend among consumers is the decision to shop with businesses that prioritise eco-friendly products and sustainable practices. For its part, Welbee’s has been actively refining its environmental, social and governance (ESG) strategy to meet these expectations. “On the social and governance side, I believe we’re quite advanced. We focus heavily on employee welfare and gender pay equality, which is reflected in our relatively high staff retention,” Nicky shares.

On the environmental front, Welbee’s is also making steady progress. Recent initiatives include transitioning the company’s vehicle fleet to electric and introducing recyclable-grade bags for online orders, which can be used for recycling collection on Thursdays. “It’s a long journey, but we’re committed to working with all stakeholders to find the right solutions.”

Not even a year into his role as CEO, and it’s been a whirlwind start; now 2025 shows no signs of things slowing down. With a mix of in-store and online shopping becoming increasingly important for today’s consumers, Welbee’s is investing to excel in both experiences.

Another focus will be digitisation, with Business Intelligence (BI) and Artificial Intelligence (AI) systems playing a significant role in shaping the company’s decisions, enabling employees to focus their energy where it matters most. The results of such initiatives can already be seen in the chain’s recently launched Shoreline store, where digital price tags allow for instant updates at the push of a button. Two more stores with similar technological rollouts are in the pipeline.

“We’re combining the decades of experience our people bring with the power of technology. These investments are crucial because they will ensure that the Welbee’s brand continues to grow as the supermarket of choice for today’s consumers,” Nicky concludes.

This article is part of the serialisation of 50 interviews featured in Malta CEOs 2025 – the sister brand to MaltaCEOs.mt and an annual high-end publication bringing together some of the country’s most influential business leaders.