You are on page 1of 11

c

Max, the largest value fashion retailer in the Middle East offers fashion clothing, footwear, accessories and
household products at amazing value, all under one roof.
Launched in UAE in May 2004, Max is today the largest value fashion retail chain in the Middle East. Max caters
to the mid market section of the population. With 114 stores across UAE, KSA, Jordan, Kuwait, Bahrain, Qatar,
Oman, Turkey, Egypt, Yemen & India, MAX plans to expand its network in more potential markets within the
Middle East & beyond. With stores that typically measures between 18,000 to 30,000 sq. ft., Max retails private
label clothing for men, women and children as well as footwear and home. A good shopping experience with
fashionable products at great value is an assurance that translates into making customers "Look good, Feel
good" with Max.

i 

Oc Year of Inception - 2004

Oc Origin - UAE

Oc Stores - 114

Oc  etail Space-
2.15 million sq. ft.

In India stores are located in the following cities:-

1.c Agra-1
2.c Ahemadabad-1
3.c Bangalore-4
4.c Calicut-1
5.c NC -3
6.c Hyderabad-2
7.c Indore-1
8.c Lucknow-1
9.c Mumbai-4
Vision
To create a truly global brand that provides growth oppurtunites for the company and its employees whilist
achieving its goals of brcoming the number one fashion retailer across middle east and india.

OU  MISSION STATEMENT


Oc Be a market leader in the field of value retailing.
Oc Mrovide fashionable product at affordable prices.
Oc Be innovative, cost effective and globally competitive.
Oc Exceed our customer expectations.
Oc Mrovide opportunities of growth for our employees.
Our core values
Oc Constant focus on the development of the product and the value offered.
Oc Continuous improvement of the customers shopping experience.
Oc Commitment towards staff, training and development.
Oc Encouraging open work culture.
CEO·s MESSAGE:

At MAX we strive to bring you the most dynamic offer of value fashion and merchandising, designed
inhouse and manufactured in house to stringent quality standards. While our fashion collection reflects the
latest international trends , we also believe in offering our customers a great variety to choose from and a
holistic shopping experience . Our merchandising is regularly updated to ensure that we always delight our
customers with fresh and new offering adding vibrancy to the store. Our sales advisors and visual
merchandising team ensures that every MAX store represents the spirit of our brand promise ¶Look Good
Feel Good·.

Customer Service:
Items are returnable:
Oc With sales recipt within 14 days
Oc Bar code is still on
Oc In a condition deemed fit for resale
Alterations
Oc Free clothing alteration for all clothes at all stores.
CS 
Oc Go green shopping bags ² Jute -100% bio degradable, recyclable and 100 % eco friendly.

Oc
 cc c
 c ccccc   c c c c   c c c
 c
c   c c c
c
c

c  cc c cc
c
 c
cc
 c   c  c cc!   c  cc cc 
c
c
"c#$$c cc c
c%$&&c' c(@ 
@(cc c')* c
c"c&+
c c c ccc c cc c  cc"c&,,cc"c-,,cc
c
 cc c.
  c

c
 cc c
c c%/
cccc c
0c! c
cc
cc c cc c!  c c
c c
 c
c  c
 cc
c c ccc%c
c1cc(0
c cc cc c
c c c
  
cc (c c2c3 
c4c cc
c
5 c
cc c  c
c c
c cc
cccc c  c c  c
0
 c c 
c  cc c c6
7c ccc
c
    c cc c! c.
  c c c c cc%$ $$$c1ccc c
c c
8 cc cc  cc c
+c8 c9cc
c
(* cccc ccc ccccc
c c 

          @   
        

c
   
                     
    @           
       
@              ! "  #$ "       
    %!$  

c4c c
c c
 c
c c cc
c!0c c!0)c c  @&
@     '  (   @  ) *@ ( @ )

+  (   )    !$$      
   @ 
      #,  

 
             
   
    
        
     
  -" 
 #$ 
   
     "     $$$

& @ .  


   
##! c

:9c$cc  ccc cc c  c"c&,,c c"c-,,c       
 @ @   

  "  @   c;


cc  c
cc*  c c; c
 cc
c c c
c  cccc c c c  <c c3 
c4 c   c   c c
" c6!  7c
c
:              
  
        @
   #$
@     #$ @     #$ @   
 &  # @    &  
 @  
 / 
0 1 @
      & "  


1@       @          
  2   
 
##  3 @ @   @@       @    @      
        @    @ 
          <c c.c
)c)
 c c3*c6  7 c c" c
c
r         @
  4 &            
  

       
@ @ 5     
  
 
  " 
c
:0
c +cc c c
c!   c c c   cc
 c-$cc  cc
ccc* c
 c ccccc c c c   c  c ccc    "     

         
6$ @      &       !%  
   7 @      
 @   <c c4c c
c
cc c cc c
4c
c
=c c"  c
c c cc c ccc c
c c
c ccc  c c
 
c cccc c
 cc
c
38   #$      @    #    
7$     "

 / 

0   
    @      @             
 "           

```  


c

°  
  

 
     
        

    !  " 
 

#     

  °  


 
    
$   

°  "
   %&&&& '&&&&&( 
 
) " 

$*  +%°   


  ,'-%&& --

°   


 
 ,  
      
 
    
 


$  ° .


       


    $",  
 /
   ," 

°  !  0 1$"


 
  ,   , °  

       ,
 "
"23
According to the license agreement, the Landmark group will handle the back-end
and front-end. The license, which was inked couple of days ago, spans across
India. Based on a rental model the hypermarkets will be typically spread across
70-1,00,000 sq feet while the supermarkets will be in the area of 20-30,000 sq
feet. With an initial outlay of Rs 200 crore, the group is targeting a revenue of Rs
600 crore in the next two years.

 will pay SPAR an annual franchisee fee based on a quarterly basis


depending on various criterion. Currently, even though they hold the licence for
food and grocery branding, the Landmark group will begin by using their private
label MAX.

1°
   ,  
  "  °   ,3 
4° "2 "
   
,    
 
 

,  °          

          
$ 
    °     
  

°  


 "
,5 ,  
 6   ! 1
,     
  7/8
  .  "  ,  3

° ccc 
c
 c   c c
cc ccc c ccc
 cc  c  cc cc
 cc c cc
c!c c
"°#c$ c

 c° c% &c c &cc' ccc


c cc
c cc
c( &c)  c*+c% &c' c,!c( c c° c' 
c
° c
ccc cc- 
c c ccc%  c c* 
c° c!cc
 c c c cc c!c c
c  cc c  c c  cc c
! 
c&c c&cc cc 
c cccc c c c+
c
 
cc &c
c c&c
c
 c c'c c c c
° c ccc
c c cc!
c c  
. c
c!c &  c c
cc
c/ 
c  c+ c°  c c  c0(!c(c-0c  .cc

 c
Oc Year of Inception - 2007

Oc Stores - 5

Oc  etail Space-
253,000 sq. ft.

Max Retail offers apparel for the complete family ± women, men
and children ± besides footwear, accessories and home
furnishings. The merchandise is fashionable & competitively
priced in the range of Rs. 99 to Rs. 599, making it quite
affordable. The store ambience offers global shopping experience
with imported fixtures and customer friendly layouts.

Max- a u    


      u & a part of the Dubai based
Landmark Group was launched in early 2004 in the Middle East. Over the past 5 years it
has grown to become the      in the region. It currently has  
   across the Middle East, Egypt, India, Turkey, Yemen and Palestine. In India,
Max has 38 stores across 19 cities covering all metros & tier 2 cities. It has extensive plans to
double the stores to 56 stores by 2010-11.

MAX has   u        in the India thereby
offering the value conscious customer a choice of variety without compromising on the
quality. It offers merchandise which is fashionable & predominantly priced in the range of
Rs. 199 to Rs. 599, making it quite affordable. Max    u  both from
India as well as overseas thereby offering contemporary styles inspired by the latest fashion
trends across the globe.

As u u     is currently spearheading the brand's


aggressive growth plans in India.

Vasanth has an illustrious marketing career spanning 20 years, his rich and diverse career
includes-Marketing, Sales and Retail Management in the Apparel, FMCG and Consumer
Durable industries in India. He has also been a 
 
  
  
        ! u in the Value segment during his stint with
MAX.

In a tête-ê -tête with Sourcing Business Unit of fibre2fashion, he illustrates the Sourcing &
Allied functions of MAX.

 " # $ With a sole aim of Value Fashion for everyone, MAX has grown to around
100 stores all across Middle East, Turkey, Egypt & India. We congratulate you on your
success. What has been your success recipe for merchandise mix exhibited at your stores?

 % $Our focus has been association with contemporary young families &
youth being our primary target, we look at serving customers within the age group of 18-35.
We have all major categories to offer our customers including- Men¶s Wear, Women¶s
Western Wear, Ethnic Wear, Kid¶s Wear, Accessories & Footwear.

 " # $ How is the global cotton situation affecting buying this season? How has
MAX altered its strategy not to allow shrinkage in product basket?

 % $The cotton price is indeed impacting our sourcing of products. Being
leading value fashion player in India, it is imperative that the customer interests are
protected during these times. Thankfully Max India is expanding well, with over 60 stores
by Summer µ11. This has helped in cushioning this impact through both product
development as well as increased volume purchase (100% increase over last year) so that the
impact to the customer is marginal.

 " # $ MAX Stores are as huge as 30,000 square feet. How does MAX plan
Accessory category for capturing the customer? What are basic criteria for zeroing on
Accessories Suppliers?

 % $Accessories as a category should coordinate with the styles & fashion
available in the other apparel categories to complement the whole style statement of the
customer. We source through global suppliers who already deal with International Fashion.
Also Styles relevant to the Indian market are included, along with MAX across 11 countries
including India. These vendors are aware of international trends & will be able to translate
the design inputs given by us.

 " # $ Customer service gaffes, if not nightmares in the modern retail scenario.
Why do so many of our associates seem clueless about their products or customer service?
How does MAX deal with such ordeals?

 % $As a process, new employees are inducted within 15 days from on-
boarding across group companies (Lifestyle & MAX) through rigorous OJT (On the Job
Training) process the MGD (Meet, Greet, Direct the customer) concept is driven across
lines. Career progression process is being initiated for deployment of P S P concept( People
Service Profits)

c 
cc
c

þ ccc 
 c  
c c
c

c cc 
c

c
c

 c
 c c c c cc c!  cc
c
cc "#c!  c!$c"#c%
c
c& c cc c c c!c
c c  c!c 

cc
'c
cccc
#cþ c
c( ! 
$c c   c
ccc c(  c  
 c
c  (c ! 
$c  c
 
!
c
cc
c
c c
 c c 
c c#"c c
#cc $c
 c)* +c cccc 
c
c
 c  c 
c (c
c 
c  #cc
c 
c

c c
  c* c 

c cc!$c "c c

c
c cc #,c!  c!$c"#cþ ccc c c'c
c c 
c c c 
c
 c
c
c c 

#c

c 
c c 
 c c
cc,#-.c!  ccc
c (c
c 
c)/þ0+c 
 c c
cc
#-c!  #cþ c 

cc 
c
c!c
c

c c
 c!
ccc 
c

c c c cc.#-c
!  c!$c"ccc c--# c c
#c

0 cccc 
c
c 
c c  
c,c c
c c  c
 c cccc!$c"c
c c c
c
  c1
cc& 
c
c!c c
c,c c
#c* 
cc  c
 c c c"cc

c!$cc
c
2#c c
cc c(c c"c c
#cc  c& c
c 
c c
c c 
cc
c c c!$c
0 #c3 cc
c 
c1
c c c#,c c
cccc& 
c
cc
c"#c c
c!$c"#c

  (c c
c"
c
cc(c$cc c!c1cc
c 
c


(c
 c c
 c(

c cc
c1
c!$c
c!c ! c
c 
cc4cþc5$cc
c-
c c* ! c 
 c
6( 
c&c)* 6+c,#ccc c
c cc
cc* 6cc 
c7 c
 c 

#c
'c
 c1
cc& 
c
c!c 
c! 
cc"c!  c
c c c
c c c
  c c
 cc

c

c 

$cccc#c 
 c  c 
c
c c  $8 c
cc  c!  ccc
cc c

c c c c
 c 
cc
 c c cc  c 
$c c( 
cc

 c!c
c 
c#c 
c 
 c

c
c 
 cc 
cc!$c c ,c
c 
c% 
c
c& 
c
c cc
c c  c 
 cc
c&
c
c$cc1c9c cc c c
c c

  c 

cc
c&
cc$#c

:
!  c
 cc
 c
c
c c
 c1
c!$c
 c (
(c
c 
#c 'c 
 c c
) c!$c4
$c c*  +cc c
c) c!$c5c  7c*  +c $c c
c& #c

4 c
cc5$c9c0  $c 
c

c'þ c*
cc;<c/c 
 c0 c c4cc'c c

 cccc& 
c
cc c c c
c c
c

 c1
cc-c
c"cc-c c
c c
c

 c
 c1
cc
 cc" c!  c!$c #c

3
 c c
cc 
c

c'c/c 
 c1
c'c !  c!$c5
c31ccc$cc
cc c c  cc
c)c
+c c
 c c c!c$cc!c
  c 
 c c)=0 +c
 c5 1
c0 c>$!cc?#cc!
cccc
c c
 c c

c
1c c
 c c
c&
c"c  cc
c
c, c  cc
#c

c 
c
c!c c
c 
c


(c 
c c ! c
 #c3 c
c(

c)36+c c!
c
4  ccc4  ccc !c
 c
c
c
cc,"#.,c  c c
c
c6 

c c
 c
? $cc? 
 c)6??+#c

Oc  c
c0  c!  c  c cc c c')c%&c   cc c-$c
 c
cc> c c  c ccc ccccc')c/&c   c(;cc c
c c> cc c  c2
c>  c4 c.
  c*  c8
 c c c  c&%c
 
 (c c8?c.
 c3 c*  c6" 7 c0  c
Oc   
c

cc  cc c) c6@)7c cc    c c c c c c
!   c c-$cc c
c  c
cc@)c  cc&/cc c!  c

cc? c
 c6A37c 
c"  c" c
Oc .
c c? cB 
 c
c c
c!   cc c cc
ccc&%-c cc c
 c  cc c +  c c c!  c c%$&%c!c c c c c  cc c
9c2
c c) c%$&$c
Oc ) Cc!   cCcc 
c c c
c ccc c
cDc  c c!  c c
A c%$&$c!c
c cc cccc cDcc c!  c
Oc 
 c"  c ccc2cEc c
E cc c c')c%-c
  cc
c  c cccc c&$c   c1ccc c c c
c  c c
 c  c
cc  c c
Oc " c; c cc c')c FF-c c!  c c%$&$ c  cc5  c
  c*  c
 c.5 c" c; c

M  
c

36c c
c c c
cc
c* (
c 
cc cc
 c
c c cc  
c c
c
c
0  
c36c? $c 
#c

 c

4 c
c
$c& 
c
c&
c c c 
cc& 
c
c c c c1
#c

4 c
cc1
c c 
c !  cc@c-c!$c =0/c

c' c 
 c
cc'c c
 c
1
cccc& 
c
c cc c!  c!$c#cþ c1$cc c
c 
c<c

Oc 9 cc
 cc c  cc ccc.8G"ccc
 c&,cc  cc%$$/cc%$&-c
Oc "cc c? cc c
c c c  c c!  c c%$&%c 
ccc
c
c c-$cc  c
Oc 2  c c
c   c c c
c
cc  cc c cc
c')c%$c   c
c%$&&c
Oc 8 c c 
cc c  c cc c  c c!  c

:& c
c<cc6cAc" #-c= c)c c@c+c
cc
cc
¢       
 5986  
   :*¢ 98,   4   
 ,  , $); 

   


   
     
  
 


,$ ,
¢ 2  ¢;  

$
     
   


.    "< ,   
 
    
 $ 
"
 ,   "      

     .0= .)  .
 °  ) . >     
       ; 
  

5?!6  
>.   

$
      
4,!.  
India's first 500,000 sq.ft. shopping
centre  $*
 Spencer Plaza
 0'//&

0 
  *,    
c

Oc   '//&

Oc 0 
 ; '//&+&&@

Oc *" +&&@ +&'&

Oc 0     ! +&'&  



Retail Initiation$   
 

)   ! °= !  
)  ! ,, = ) 
° );
     
   !! 
° 

Retail Conceptualization$    
   
,
     
"   
  ° .°    $ 
       
  

  .)  ,° 40       > 
 

Retail Expansion$ 
,   
     ,   A
,      
$ )   
  $

  


Metro AG, Max
Retail, Shoprite, Hypercity
  
0 $
 :
 
    
  
)A 
B4  


* Minimum guarantee and revenue sharing
models$   
  " 
A
 
+&&@+&&9      @'8
< , 
 , , 
 5Giorgio Armani, Versace, Gucci, etc.6  < , 

Retail Consolidation and GrowthA
$  

  ''8 
+&&70  


  
 
 
    


  ,,c