Max Fashion to open eight stores in Telangana and Andhra Pradesh

Max Fashion, the value fashion brand and retail chain of Lifestyle Interntional, will be open eight new stores in Telangana and Andhra Pradesh. At the moment it has 14 outlets in the two states, of which 10 are in Telangana. Six of the new stores will be opened in Hyderabad while the remaining two will be set up in Guntur and Nellore towns of Andhra Pradesh. Around Rs 5 crore will be invested in each store.

The brand has managed to evolve its positioning from youth to that of family in the last 10 years. Now the challenge is to constantly come up with new innovations every 45 days, especially for the fashion conscious youngsters. At least 30 per cent of Max Fashion’s business comes from the 18-25 age group. So as Vasanth Kumar, executive director, Max Fashion India, says the company is now focussing on contemporary middle class and young millennial. In fact, the company recently launched its Millennial, a new store format which targets fashion-savvy youth. These stores will stock imported collection and will be present across top six metros.

Max Fashion was set up in 2006. Today it has more than 135 stores across 50 cities in the country. Around 5000 people work in the stores and serve five million customers annually. Its turnover is expected to cross Rs 1,800 crore in the present fiscal.