Max to increase store count

Max Fashions, which is best known for its affordable fashion for women consumers, is

aggressively expanding its distribution network. Out of the 80 stores it has, 18 are franchise stores. It’s looking to expand to five or six cities in each state, and is opening one new store every 20 days. The retailer is also teaming up with e-retailers such as Hoopos, Babyoye, Fashionara and Flipkart to expand its reach. It uses a mix of stores in malls and standalone stores on high streets, to reach its target audience.

Max caters to the fashion needs of women aged 25 to 35 years, earning Rs 25,000 to Rs 50,000. And the secondary audience is younger girls aged 14 to 20 years. What lures the girls is that the clothes are pocket friendly, and also marketed through social media. The average ticket size of purchase for this segment is about Rs 1,200.

Max is the largest value fashion brand in the Middle East with over 200 stores across 15 countries. It is the international value fashion brand of the Dubai-based Landmark Group. The brand was launched in the UAE in May 2004. It came to India in 2006, offering apparels, footwear and accessories for women, men, children.