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2. About Max………….
• Max is a fashion brand offering customers a one stop shop for clothing, accessories
and footwear needs for the entire family. Max, a part of $5 billion Dubai
based Landmark Group, has pioneered the concept of ‘value fashion’ in India. In
2014 it was India's fastest growing fashion brand and in terms of size, it
contributed one fourth of the Landmark Group's revenue as of 2014.
Max Fashion currently operates around 145 stores in the country and it plans to
open 50 more stores in 2016-17
• History
Max was launched in early 2004 in the Middle East. Over the past 11 years the
brand has grown to become the largest value fashion brand in the region. It
currently has more than 300 stores across the across 16 countries viz. India, UAE,
Saudi Arabia, Kuwait, Jordan, Bahrain, Qatar, Oman, Turkey, Lebanon, Egypt,
Yemen, Sudan, Nigeria, Libya and Tanzania. Max inaugurated its first store in India
in 2006.The business model includes a very strong in-house private label working
with an in-house team of designers. It plans to open 30 new outlets in India
annually.

3. • MAX is the international value fashion brand of the Dubai based Landmark Group.
The brand was launched in the UAE in May 2004 with a unique concept of
delivering international fashion & value to the discerning shopper.
• Max was introduced in India with its 1st store in Indore in 2006 offering apparel,
footwear & accessories for the entire family; for women, men, children including a
fashionable range for infants. With a great range of western & ethnic wear for the
young shopper, it makes a perfect shopping destination for people for all age
groups.
• At MAX, shoppers can expect the latest in international fashion from around the
globe & an excellent range to choose from; all of this offered at great prices in a
world class shopping environment. Max retails its own label merchandise of in
house designs and planned color palettes for the season. Every season it
introduces a fresh collection of international designs specially customized to the
Indian market. The brand adapts to the changing needs of the shopper every
season and accordingly introduces new designs, silhouettes & fabrics. Today, MAX
is the largest value fashion brand in the Middle East with over 200 stores across 15
countries.

4. Awards and Recognition
• Max was awarded the ‘CMO Brand Excellence’ award during the 6th CMO Asia
Awards for Excellence in Branding & Marketing Max was also bestowed with
the ‘People’s Choice Retailer of year’ at the BOC- Retail Brilliance Awards in
November 2014
• Max Fashion bagged the IMAGES Most Admired Fashion Retailer of the year
award in the Large Format Store Chain category.[Max has been awarded the
“Marketing Campaign of the year” for Kids festival in Summer’16 at the 7th
CMO Asia Awards for Excellence in Branding and Marketing held in Singapore
August’16 .

5. Max Product Range……..
• Women
– Accessories
– Bottoms
– Dresses & Jumpsuits
– Ethnicwear
– Lingerie
– Shoes
– Sleepwear
– Sportswear
– Tops
– Winterwear
• Men
– Accessories
– Bottoms
– Shoes
– Sportswear
– Tops
– Winterwear
• Boys
– Bottoms
– Essentials
– Tops
• Girls
– Bottoms
– Essentials
– Tops
• Shoes
– Boys
– Girls
– Men
– Women
• Accessories
– Men
– Women

6. Their Vision :
To create a truly global brand that provides growth opportunities for the company and
its employees, whilst achieving its goal of becoming the number one value fashion
retailer across the Middle East & India.

7. Their Mission :
Be a market leader in the field of value retailing.
Provide fashionable products at affordable prices.
Be innovative, cost effective and globally competitive.
Exceed our customer’s expectations.
Provide opportunities of growth for our employees.

8. Their Core Values :
Constant focus and development on the product & value offered.
Continuous improvement of the customer’s shopping experience.
Commitment towards staff training & development.
Encouraging open work culture.

9. Few Insight on Max lifestyle
•Max Fashions in India is growing at a healthy rate of 40 per cent “
•Max India is supported by Max Dubai in terms of design inputs as well as retail identity. However, the
sourcing and merchandising is predominantly done through Max India’s domestic team for delivering
appropriate range with sharp prices. Also Max being a 100 per cent private label with own retail offering
international fashion at interesting price points and with superior store experience, the brand differentiates
itself from its competitors, facilitating high growth rate. Max Fashions in India is growing at a healthy rate of
40 per cent Compound Annual Growth Rate (CAGR).
•Max is indeed a profitable format for the Landmark Group. In India it is part of Lifestyle International, which
too is profitable. Separate figures are not available to share.
•Max has 110 stores across 45 cities and it is opening one new store every 12 days. Typically, a new Max
store is spread around 12,000 sq.ft. area, with investment of Rs. 4–5 crore (for both stock as well as fit-outs)
funded primarily out of internal accruals.
•Flipkart provides us a good platform to connect with millennial customers as well as other internet users to
browse and buy goods and services across categories
• Currently, the e-commerce companies are in ‘investment mode’ to increase top line, penetration and
stickiness of online customers. The next phase will see consolidation and profitability as key criteria.