Max Fashion accelerates India expansion to combat value retail fragmentation
25 March 2026, Mumbai
Marking two decades in the Indian market, Max Fashion has launched an aggressive capital expenditure program to neutralize intensifying competition from regional players and global value giants. The Landmark Group subsidiary confirmed plans to commission 40 to 50 new stores over the next 12 months. This expansion is designed to leverage ‘affordable premiumization’ - a shift where value-conscious consumers trade up for superior design and brand trust - within a domestic apparel market projected to reach $105 billion by 2027.
Regional dominance and structural upgrades
A primary focal point of the current fiscal year is the deepening of the brand's footprint in Southern India. Following the recent inauguration of its 34 th store in Chennai, Max Fashion is targeting a total of 100 outlets in Tamil Nadu within the next two years. These new locations, typically spanning 14,000 sq ft, debut a revised retail format featuring enhanced spatial layouts and dedicated zones for men, women, and children. The strategy is not limited to new builds; the company is simultaneously retrofitting existing high-traffic units to align with this modernized aesthetic.
Supply chain agility as a performance driver
To maintain its ‘New Styles Every Week’ value proposition, Max is refining its internal logistics to counter a 7 per cent industry-wide decline in inventory turnover efficiency. By reducing lead times and integrating AI-driven demand sensing, the brand aims to shield its 52 per cent gross margins from inflationary pressures in raw cotton and synthetic blends.
The brand focuses on democratizing global trends at scale, states Sumit Chandna, CEO, Max Fashion India. The traditional divide between metros and Tier II cities is dissolving, allowing it to deploy a more homogeneous, trend-responsive product mix nationwide, he adds.
As digital commerce now accounts for nearly 18 per cent of total revenue, the physical expansion serves as a critical fulfillment and experiential touchpoint in the brand's omnichannel ecosystem.
Max Fashion is a leading value-fashion retailer under the Dubai-based Landmark Group, operating over 535 stores across 220+ Indian cities. Launched in India in 2006, the brand specializes in private-label apparel, footwear, and accessories. It maintains a robust financial outlook with a focus on high-growth urban clusters and is currently celebrating 20 years of operations in the country.
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