Saleh Fareed Citymax, the largest and fastest growing value fashion brand across the MENA region and India on Wednesday here in Jeddah announced the rebranding of its 110 stores across the Kingdom under a new banner, Max. According to Ram Hariharan, CEO Max, Citymax will now be doing business as Max as it embarks on a mission to the tastes and preferences of esteemed loyal customers. Hariharan, who has led the brand to its successful position as a category leader in the value fashion segment, 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.'” Speaking of their expansion in the Kingdom, Hariharan said: “In the coming years, we are committed to growing the Max brand in the country. Rebranding our store under our global brand name Max, gives us the right platform to accelerate our growth in the Kingdom. Our strategic plan includes launching over 50 new stores in Saudi Arabia, in the next three years. We also intend to strengthen our warehouse infrastructure in Riyadh, Jeddah, and Dammam and strengthen our management team in the country.” He furthered said: “At Max, our mission is to constantly innovate and offer the best experience and convenience to our customers. In line with this mission, Max has launched its E-Commerce platform in the UAE and look forward to expanding it to the other countries in the GCC.” He announced that Max currently has over 3,000 employees in the Kingdom, across 5 regions and 110 stores. “Saudi nationals play an important part in our operations and we do foresee increased contribution from Saudi nationals in the years to come. As a business we are committed to encouraging and developing talent and have introduced several learning and development programs for our employees for their growth within the organization,” he added. In line with their value of sharing and making a difference to society at large, Hariharan commented: “We at Max also strongly believe in our CSR initiatives and have actively participated in spreading awareness about diabetes, through Beat Diabetes program — an initiative of the Al Bandar Trading Group. We will continue to invest in strengthening these efforts in the coming years.” He also promised to reinforce their commitment to fulfill their brand promise of “More Fashion More Value” and continue to serve our customers. 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.
