The main objective of this research was to establish the effect of store branding on the brands sales performance of consumer goods in the retail stores in Nakuru Town, Kenya. The study adopted a descriptive case study research design. The target population for this study was the 60 top managers working in the retail shops in Nakuru Town which included; Nakumartt, Taskys, Woolmatt, Ukwala, Naivas, Stage Matt, Quick Matt, Revanas, Ereto and Uchumi. The study adopted structured questionnaire as the main data collection instrument with the following major attributes; elements of market mavens, functional risks, value conscious, smart shopping reinforcement and sales performance. Data was analyzed using descriptive statistics more especially central tendencies; mean and standard deviation. The study used Pearson Correlation to establish the relationship between the independent variables and dependent variables. In order to establish the independent variables that affected the sales performance most, Regression Analysis was used. The study found out that market mavens and the brands reinforcement of smart shopping to the customers had positive effect on the brands sales performance.