Max Fashion
Landmark Group · United Arab Emirates
Max Fashion is a value fashion retailer owned by Landmark Group, launched in Abu Dhabi in May 2004 and headquartered in Dubai. It sells in-house designed own-label clothing through over 500 stores across the Middle East, Africa and Asia. It matters as one of the largest value fashion chains in the Gulf region and a key brand of its parent group.
| Founded | 2004, Abu Dhabi |
|---|---|
| Owner | Landmark Group |
| Headquarters | Dubai, UAE |
| Segment | Mass market and fast fashion |
| Stores | Over 500 in about 20 countries |
| Website | maxfashion.com |
What is Max Fashion?
Max Fashion, often shortened to Max, is a mono-brand fashion retailer that sells its own in-house designed merchandise. It is a subsidiary of Landmark Group, the Dubai-based retail and hospitality group.
History
Max first launched in May 2004 in Abu Dhabi. Landmark Group, which owns the brand, was founded in 1973 by Micky Jagtiani, and Renuka Jagtiani is its chairwoman. Landmark is a private company. Landmark's own page describes it as employing about 55,000 people with over 2,400 outlets in 21 countries, although these figures are uncited on Wikipedia.
Products and positioning
The brand is positioned at the value end of the market and offers clothing and accessories for the family. Because it is a mono-brand concept, all merchandise carries the Max label, which gives the group control over design, sourcing and pricing.
Business model and distribution
Physical stores are the main channel described in the sources. Wikipedia lists over 500 stores covering about 8.5 million square feet. It lists 20 countries: the UAE, India, Saudi Arabia, Kuwait, Jordan, Bahrain, Qatar, Oman, Kenya, Lebanon, Egypt, Algeria, Tunisia, Nigeria, Libya, Tanzania, Indonesia, Malaysia, Iraq and Syria. The sources reviewed do not mention online sales for Max, so none are claimed.
Within Landmark Group, Max sits beside other fashion and retail formats including Splash, Centrepoint, Lifestyle, Babyshop and Home Centre. The group also lists the online fashion platform Styli, although the sources do not describe how it is operated.
Why it matters
Max Fashion is a regional example of a vertically integrated own-label value retailer. Its footprint across the Gulf, Africa and South and South East Asia shows how a single concept launched in 2004 can scale across many markets within one private retail group.
Frequently asked questions
Who owns Max Fashion?
Max Fashion is owned by Landmark Group, a private Dubai-based retail and hospitality group founded in 1973 by Micky Jagtiani.
Where is Max Fashion from?
Max Fashion is from the United Arab Emirates. It launched in Abu Dhabi in May 2004 and is headquartered in Dubai.