Business & Money | Thursday 27 August, 2015 2:18 pm |

Max, the largest and fastest growing value fashion brand across the MENA region and India has announced that its stores named – Citymax in the Kingdom, will now be rebranded to Max. This rebranding is in line with Max’s global brand guidelines. 

Max is a category leader in the value business segment and has contributed vastly to the growth and development of the retail market in the Kingdom. The brand launched its first store in Riyadh; Rowda in 2004, and over the last decade has grown its reach steadily across the country. Max currently operates over 110 stores, encompassing over 2.7 million sq. ft. across 40 cities in Saudi Arabia. 

The retail giant has one of the largest and widest networks in the country and recently launched its 110th store at Al Roudah Plaza, Hofuf, Dammam. Over the next two years, the brand will continue to expand its footprint in Saudi Arabia, and enter- 5 new regions and open 20 more stores over the next three years.

Mr. Ram Hariharan, CEO Max, has led the brand to its successful position as a category leader in the value fashion segment. Speaking on the occasion of the rebranding he said, “Saudi Arabia is one of our most important markets, and this is evident from our continuous investment and rapid expansion in the country.  Rebranding our stores within the kingdom, will strengthen our identity, and bring all outlets we operate under one brand umbrella – Max. True to our commitment to all our customers, we will continue to offer an unparalleled range of fashion choices, quality service and an exceptional shopping experience that is today synonymous with Max. Our focus for the future remains on offering the best value proposition to all our customers, and we will continue to deliver on our brand promise of ‘More Fashion More Value’.”

Max, was conceptualised and developed in the Middle East and is a home grown brand that understands and caters to the needs of the local consumer. The brand’s average store size is 2500 square meters, and has achieved great success in the Kingdom, with its wide network of outlets across key cities like Riyadh, Jeddah, and Dammam as well as in emerging cities. Max’s success is built on its in depth knowledge and expertise of the local market, as well as a strong price and product strategy. The brand offers its customers over 6000 new styles and trending fashion items annually. Max’s latest Autumn 2015 collection now available in stores includes a huge variety of on-trend ladies wear, menswear and kids wear -, and is being well received by customers. In fact, a true testament to the brand’s popularity is its 17 million loyal customers who shop from its brand stores annually.

With its growing business strength in the kingdom, Max is also an employer of choice for those pursuing a career in retail. The brand currently employees over 3,000 people within the Kingdom, and over 40% are Saudi nationals. The brand has specialised programs to induct Saudi nationals and encourage women employees to their workforce.

Max Fashions is part of Landmark Group, one of the largest retail and hospitality conglomerates in the Middle East, Africa and the Indian subcontinent. The brand currently operates in the UAE, Saudi Arabia, Kuwait, Oman, Jordan, Qatar, Bahrain, Egypt, Tanzania, Iraq, Yemen, Lebanon, Nigeria, Libya and India. For more information, visit: www.maxfashionretail.com.