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Max Fashion, one of the region’s leading value fashion brands and part of the Landmark Group, unveiled its new flagship store at City Center Doha. Spanning more than 38,000 sq. ft., the new location is Max Fashion’s largest store globally and introduces an elevated shopping environment combining fashion, convenience and digital innovation.
The store was officially inaugurated by Mr. Rashid Bin Ali Al Mansoori, Chief Executive Officer, Aamal Company in the presence of Hani Weiss, Chief Executive Officer, Max Fashion MENA & SEA, and Shumalan Naicker, Senior Vice President and Country Head of Landmark Group, Qatar, alongside invited guests. The opening was marked by a ribbon-cutting ceremony followed by a tour of the new store.
Representing the latest evolution of Max Fashion’s store concept, the flagship features open layouts, contemporary interiors and intuitive spaces designed to make it easier for customers to discover the brand’s collections across women’s, men’s and children’s fashion.
Technology is also integrated throughout the shopping journey. RFID-enabled systems help improve product availability and make it easier for customers to find what they are looking for, while self-checkout offers greater speed and flexibility at the point of purchase.
Max Fashion is also advancing its digital shopping experience in Qatar with one of the region’s first AI-powered Virtual Try-On experiences. Developed with Google Cloud and powered by advanced generative AI, the feature enables shoppers to visualise how selected garments may look, fit and drape across different body types before making a purchase. The experience gives customers a more visual and personalised way to explore styles online and shop with greater confidence.
The brand’s physical and digital experiences are closely connected, with customers able to place orders online and collect them from the store through Click & Collect or have them delivered directly through same-day delivery.
Hani Weiss, Chief Executive Officer of Max Fashion MENA & SEA at Landmark Group, said: “Since entering Qatar in 2007, Max Fashion has continued to grow as customers increasingly choose us for our combination of style, quality and value. Our new City Center Doha flagship has been created for today’s trend-driven, digitally connected customer who expects more from the fashion experience.”
“We are bringing together a larger and more inspiring store environment with technology that makes shopping simpler and more convenient, from Smart Fitting Rooms, RFID and self-checkout in-store to Virtual Try-On online. We have always believed that great fashion should be accessible, and the same principle applies to technology: if it improves the customer experience, it should be available to everyone,” he added.
The flagship store is aligned with Max Fashion’s wider commitment to evolving its operations responsibly. Sustainability remains a long-term priority for the brand, with an increasing focus on eco-friendly fabrics, packaging and community initiatives as it continues to expand in Qatar and across the region.
The launch event builds on Max Fashion’s strong connection with local community through its Love Qatar campaign, which featured Mariam Farid, an elite athlete who represents the Qatar National Team, and Marion Esquivel, fashion personality showcasing the brand’s latest collection. By bringing Max Fashion’s contemporary fashion offering together with familiar local personalities, the campaign celebrates Qatar’s diverse community and local talent while reflecting the brand’s focus on understanding the needs, preferences and lifestyles of customers in the market.
Shumalan Naicker, Senior Vice President and Country Head of Landmark Group, Qatar, said: “Expanding into larger formats here in Qatar reflects more than just our retail growth, it stands as a bold statement of our confidence in this market. Today, we welcome more than six million visits to our stores each year, with families making up more than 60% of our customer base and more than 500,000 Shukran members shopping with us annually. We are excited to offer them an even more elevated and engaging shopping experience at our newly launched City Center flagship store. Qatar is a priority growth market for Max Fashion, and we will continue to invest in our stores and digital platforms as we grow alongside our customers.”
New-season fashion designed for everyday versatility
Max Fashion’s October collection is designed around the way customers live today, with versatile pieces that transition easily across different occasions. Lightweight layers, elevated textures and considered details combine comfort, style and practicality across the women’s and men’s collections, while a modern smart-casual edit offers easy options that move seamlessly from the workday into the evening.
For children, the collection brings a fresh approach to new-season dressing, combining comfortable essentials with playful colours that encourage personality and self-expression. Across every category, the focus remains on delivering fashion-forward styles, exceptional value and effortless wearability.
With more than 830 stores across 16 countries and over 120 million annual customer visits globally, Max Fashion has established a broad regional and international presence.
Customers can now visit the newly opened Max Fashion flagship at City Center Doha or shop online at maxfashion.com.