Page 21 - Images Retail January 2018

EXCELLENCE
ALL ABOUT
MAX
FASHION
Max is part of Dubai-
based Landmark we can provide the consumer Max is in its 12th year, and
Group, which is worth with a seamless experience. growing at the CAGR of 32
US $9 billion We are also using their third- percent from past 10 years
party vendor platform for and expects a similar growth
Max is 97 percent logistics,” said Kumar. for next three years.
private label
“Th e growth format in the
All products are The Road Ahead same store has been in the
designed in-house Max has witnessed rapid region of 13-15 percent and
The brand has a team growth since its inception – the trend has stayed stable
of 100 designers from a growth rate of only 20- for past two to three years.
and buyers and 25 stores per annum till just We are continuing to have
approximately 250 four years ago, to 2017 that same traction. We are right
vendors saw Max double its growth now growing at 13 per cent
rate by opening 50 stores in like-to-like growth and we
The brand is working
on Tier II expansion this calendar year. Th e brand expect the like-to-like growth
is now planning to leverage to continue in double digits
23 percent revenue its nationwide acceptance between 11 and 13 percent for
comes from the kids by continuing to expand all over next three years as well,”
wear segment – approx. over India, with a focus on revealed Kumar.
` 500 crore
northern and eastern markets. “Whether online or offl ine,
The brand has received According to Kumar, “We a brand needs to have four
the IMAGES Most are opening one store a week. things to be successful – you
Admired Fashion So, in a year, we plan on need to be a destination, you
Retailer of The Year: opening 50 stores. Th is is what have to off er freshness, give
Large Format Store we did in FY 2017-18 and customers an experience to
Chain Award two years this is what we are planning remember and completely
in a row

can place their order and the
brand will get it delivered
to their home from the
warehouse.
Max will be using kiosks
and tablets wherein the
customers can browse the
range and then place their
orders. Towards this, they are
Wi-Fi enabling all their stores
as well. Th e brand is now
training its staff to manage
this facility.
Th e brand is now
investing more into its digital
marketing. It is also getting
into digital catalogues,
creating diff erent look-books
and trying to connect with
customers. Th ey are also
promoting their app.
Max gets just one percent
of its business from its online making Max Fashion a true for the next fi scal year too. eliminate all pain points,” he
channel. However, over the Omnichannel brand. We have Every store has around `2.5 added.
next fi ve years, the brand tied up with vendor partners crore capex. Th at ways, it is a He concluded, “Th is year
hopes to achieve a healthy who are providing us with `100 crore investment every we have had a run-rate of
contribution from the same. solutions and we are using year. We will be aiding the `3,000 crore. We expect Max
“Over the past two years, their platform towards better expansion plans though our to become a `5,000 crore
we are working towards tracking and analytics, so that own internal accruals.” brand by 2020.”

JANUARY 2018 | IMAGES RETAIL | 21