New name 'Max' in line with the brand's global identity

Jeddah, Saudi Arabia, 27 August 2015

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.

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About MAX
Launched in the UAE in 2004, Max is the largest value fashion brand chain in the Middle East with over 300 stores across the Middle East, Africa and India. Catering to the mid-market segment it retails Max branded merchandise for men, women and children along with footwear, home and accessories. An established Superbrand, Max strives to fulfill its brand promise of 'More Fashion More Value' to its customers by offering merchandise designed in-house and manufactured to stringent quality standards at amazing prices. Max is part of the Landmark Group, one of the largest retail and hospitality conglomerates in the Middle East.

About Landmark Group
Founded in 1973 in Bahrain, the Landmark Group has successfully grown into one of the largest and most successful retail organizations in the Middle East and India. An international, diversified retail and hospitality conglomerate that encourages entrepreneurship to consistently deliver exceptional value, the Group operates over 2000 outlets encompassing over 27 million square feet across the Middle East, Africa and the Indian sub-continent.

Landmark Group has a strong workforce of over 55,000 employees and provides a value-driven product range for the family through its retail concepts: Centrepoint, Babyshop, Splash, Shoe Mart, Lifestyle, Iconic, SportsOne, Max, Shoexpress, Home Centre, Home Box, Emax, and LandmarkShops.com. In addition to the brands developed in-house, the Group also holds the franchise rights for some of the world's leading fashion and footwear brands in the countries where it operates.

The Group has also diversified in the leisure, food, hospitality and healthcare segments with Landmark Leisure, Balance Wellbeing 360, Citymax Hotels, Fitness First and Foodmark, the restaurant division, which operates the Group's own and franchise food outlets and iCARE Clinics, primary healthcare clinics for the family. For more information please visit, www.landmarkgroup.com

For more information, please contact:
Hussein Nasrallah
Senior Media Relations Manager
Memac Ogilvy PR
Tel: +966 12 651 0704
Mob: +966 50 466 3187
E-mail: Hussein.nasrallah@ogilvy.com

© Press Release 2015