Maximum value
Max - a division of Lifestyle International (P) Ltd, was established in 2004 in the UAE.
BY Franchise India Media | comments ( 0 ) |
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Max - a division of Lifestyle International (P) Ltd, was established in 2004 in the UAE. Within 5 years of its launch, Max has grown into a leading value fashion brand in the Middle East with over 120 stores across 11 countries. The brand is known for its value fashion retailing concept. Max was launched in India in the year 2006 with the first store in Indore.
Quick Facts
Year of first store launch: March 2006 in India
Total number of outlets at present: 39 (Malls: 32; High-street: 7)
Number of franchised outlets: 10 Total number of outlets expected by
March 2012: Company owned: 49; Franchised: 17
Target consumers: Primary: middle class family; Secondary: youth
Employee strength: 1500
Annual turnover: Rs 375 cr (Est.: ‘10-’11)
Percentage of growth in turnover during expansion phase: 120%
Region with strongest presence: South India
Total investment layout planned towards expansion: Rs 60 crore plus
International presence: 150 stores across 11 countries (including India)
Marketing initiative: The brand vision, “Make everyday fashionable”
Technology implementation: Implementing ‘Oracle Retail’ during FY 11-12 duly integrated with ORPOS & WMS; loyalty programme, ‘The Inner Circle’
Training programmes: On the Job training for new emplyees; ‘Star Manager’ programme; Outward Bound Learning
Our growth plan is very aggressive in the near future. We plan to open quite a few stores in tier I and tier II cities apart from the metros. Our strategy is to bring great fashion at good prices to these cities and revolutionise their fashion scenario. This falls in line with our overall brand mission to “Democratise Fashion” in the country.
Vasanth Kumar, Executive Director, Max Retail
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