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

Women’s RECENT DEVELOPMENTS

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

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