MARKET population. In a short span of ten years Max has other discounted and mid-market brands present.

Launched in the UAE in May 2004, Max is the become the most sought after brand in the UAE Max was launched in 2004 to fill in this gap. Max is a
largest value fashion retail chain in the Middle East. within the value fashion segment. part of the $4.7bn Landmark Group, the retail and
Max has over 260 stores across sixteen countries. With its constant endeavour to cater to the hospitality conglomerate in the region.
By the end of 2014 Max aims to have a network value conscious consumers, Max communicates
of 300 stores across the MENA region and new its collections through seasonal/category focused Max timeline
markets. marketing campaigns. As a result of these
Max has cemented its position as the market continuous efforts, CEO Mr Ramanathan Hariharan l May 2004: First store opened in Abu Dhabi, UAE
leader in the value fashion segment in UAE. The was awarded ‘Retail CEO of the Year’ at the 2014
company has an annual turnover of USD1.2billion Arabian Business Indian CEO Awards. l June 2004: First store in KSA
and is aiming to reach a USD3 billion status by In 2013 Max began rolling out its new store
layout. The store interior has been revamped for l October 2004: First store in Kuwait
2020.
Max serves the mid-market section of the a more convenient and streamlined experience
l May 2006: First store in India
population consisting of Arab Nationals, Asians and for the customer. With exciting new products and
Westerners. Max employs 7,100 people across its designs constantly being introduced to the stores, l Dec 2008: 80 Stores across Middle East and India
network. consumers can always find the latest trends in store.
With stores that typically measure between In 2011, Max launched its App on the ipad/ l Dec 2010: 145 stores across Middle East, Egypt,
10,000 sq ft to 30,000 sq ft, Max retails its own iphone/android platform. This App gives a digital PRODUCT l Denim shop – Is a dedicated area within
Turkey, Yemen and India Womenswear ranging from jeans to denim
label clothing for men, women, children as well experience on the go for consumers who can view Max offers fashion for Men, Women and Children
as footwear, home, accessories and cosmetics. the latest collections, TVCs, behind the scenes, store along with products such as homeware, accessories, friendly plaids and tees.
l June 2012: 200 stores across Middle East, Africa
locator and get connected on the social pages with footwear and cosmetics. The season’s collections are l Basics – It offers a variety of basic styles in
Along with an international shopping experience and India.
Max believes in delivering on its promise of ‘More just a simple click on their smartphones. in line with the latest international trends and fulfills classic and fashion colours across the seasons.
Fashion More Value’ to its consumers. l Feb 2013: 225 stores across Middle East, Africa Max’s promise to the consumers of ‘More Fashion,
HISTORY More Value’. Children’s
and India.
ACHIEVEMENTS As the Middle East retail market grew there was l 0-2 boy and girl - The infants category offers
Since its inception with the opening of the first an influx of international brands on the scene. Men’s a beautiful range of soft colors and comfortable
l June 2014: 100 stores in KSA.
store in Abu Dhabi, Max has been on a meteoric Consumer sentiments and buying patterns were The menswear department at Max provides a fabrics to make every moment fun for the little
growth path. Today Max has twenty six stores across changing at a rapid pace and there was a need in l Dec 2014: 300 stores across Middle East, Africa complete wardrobe solution for the modern man ones. The range consists of rompers, sleepsuits , products at affordable prices. Max goes even further
the UAE catering to a wide cross-section of the the market for a value fashion brand, amidst all the and India. at hard-to-beat prices. The menswear department pajama sets for the newborns to stretch their arms than this stated principle by offering its customers
consists of: - in and shorts , shirts , dresses, tees for the infants to quality products designed to international standards
l Basics - Absolute menswear wardrobe staples play around in! at affordable prices. Max takes its motto of ‘More
throughout the year. l 2-8 boys and girls - This category offers
Fashion More Value’ very seriously indeed and at
l Contemporary Menswear Line - Provides smart fashionable and playful clothes for the little ones.
Max the customer always comes first and staff are
and up-to-date menswear classics for the modern Its all about fun and frolic all the way in the super
trained to treat the customer as a welcome and
and more mature man. comfy and stylish clothes. The range consists of
valued guest.
l Young Mens’ Fashion Line - Up to date trends for jumpsuits, cardigans, pretty dresses , lovely skirts for
the younger, fashion conscious man. the girls. Denims, shirts, jackets, and colorful graphic
l Formalwear - Entire office wear solution, tees for the dudes. www.maxfashionretail.com
comprising of woven shirts and trousers in premium l The 8-14 Kids Department is dedicated to the www.facebook.com/pages/max-fashions
weaves and classic colours. older kids that are seeking for a fun, trendy and www.twitter.com/maxfashiondxb
l Sportswear - Consists of performance and stylish wardrobe solution. The extensive range offers
loungewear ranges with the emphasis on comfort a variety of fashion collections from casualwear
and style. to partywear for girls and boys, as well as nice
l Denim - Offers a wide range of jeans in a variety assortment on value tops, bottoms, basics & denims
of washes and styling. for endless combinations on everyday needs.

Women’s RECENT DEVELOPMENTS

The Womenswear department consists of: - Max has recently opened stores in Tanzania and Iraq
l Casuals - Focuses on up to date trends for the as well as having stores in Libya and Nigeria. Max has
younger fashion conscious customer. more plans to open stores in Africa in 2014.
l Dressy - Caters for a more mature customer
with classic styles that are always stylish and on trend. PROMOTION
l Maternity - A complete wardrobe solution for Like any international brand, Max follows a yearly Things you didn’t know about
calendar for all its marketing activities. On a regular
mums-to-be. Collections are offered with classic
bottoms, tops and dresses adapted to fit the basis Max offers End of Season sales and discounts. Max
changing figure and are available in sizes 10-18. Offers during the festive season such as Ramadan
l Plus - A complete wardrobe solution for the full create a lot of buzz and excitement around the l Max serves over 30 million consumers everyday
figured customer. The plus ranges feature on trend brand amongst its loyal consumers. through its stores in the region.
and relevant fashion garments which are tailored to l Max has over 4 million square feet of retail space.
fit sizes 18-28. BRAND VALUES l Max trucks travel eleven million kms from
l Sportswear - Consists of performance and Quality, affordability, design. warehouse to stores in a year – almost fourteen
loungewear ranges with an emphasis on comfort Max, as a member of the Landmark Group, adheres return trips to the Moon - almost 250 trips around
and style. to the Group’s principle of providing quality the world.

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